eisio - world radio history

e"isio __ I

JULY 17,1967; FIFTY CENTS

Are local tv diaries slighting smaller stations? PAGE 23

Drilling for midnight oil: dry holes and gushers PAGE 26.

Another way to reach the selective viewer " , PAGE 28

Ja

s 25 Years of

Advertising l'AA For The Public Good

526,699,000 TV

R SSIONS or The Peace Corps

t the number of impacts the Petry rented TV stations made on their ices with this Advertising Council

last year. They believe in per - g maximum service as well as deliv- f aximum sales.

DRIGINAL STATION REPRESENTATIVE

ARD PETRY & CO.. INC.

IV REPRESENTED TELEVISION STATIONS- -RESPONSIBLE AND RESPONSIVE

+ ¡YORK CHICAGO ATLANTA BOSTON

ALLAS DETROIT LOS ANGELES

iiDELPHIA SAN FRANCISCO ST. LOUIS

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35.miles from Boston, th_ ese men captured, tortured and imprisoned one of our reporters.

Viet Nam Village is on an Army post in Massa- chusetts. It's there so GIs can learn how to survive in the jungles of Viet Nam.

The training is tough. Some civilians thought it might be too tough. They wrote their Congressmen. They wired the White House. They wanted to put an end to what they called brutality.

Gene Pell, a reporter for Group W station WBZ- TV in Boston, went to Viet Nam Village to find out just how brutal it really was.

His training began with a patrol. In a short time .the patrol was ambushed, and Gene was taken pris- oner. The "Viet Cong" gave Gene a taste of what American POW's in Viet Nam can look forward to.

They left him spread-eagled in the 100 degree sun for 45 minutes. They tied him to a stake and interrogated him. Then they rigged low voltage wires to his fingertips and shot jolts of electricity through his body.

For 12 hours Gene Pell went through some of the most rigorous training the Army can dish out. But

be didn't crack. And when he presented his tl? part program to WBZ-TV s iewers, this is the pal

he tried to bring home. If a 30 -year -old reporter could make it throm

the ordeal, so could a soldier in top condition. ticularly when he knew the experience might so day save his life.

People believed what Gene had to say, and Viet Nam Village controversy died down.

Gene Pell is an investigative reporter. He does wait for news to happen. He goes after it. It n:

mean going through a little hell once in a while. I that's his business.

At Group W we don't tell our newsmen how(

cover a story. Or what to cover. All we do is develo tough set of standards.

And we leave it to our 12 stations in 9 cities to live up to those standards. Each in its own way.

GROUP BOSTON WBZWBZN NEW YORK WINS

PHILADELPHIA KYW K

BALTIMORE WJZN PITTSBURGH KOKA KÍ

FORT WAYNE WOWS

CHICAGO WINO

SAN FRANCISCO API

LOS ANGELES owe

WESTINGHOUSE BROADCASTING COMPANY

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's is television's top bowling show. The

rld's greatest professional bowlers roll in.,

} . d -to -head competition for big cash prizes

"Championship Bowling.

Stars like Ray Bluth, Jim St. John,

k Weber and Bob Strampe..And Les

lissler, Carmen Salvino and .Jim Stefa-

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the action narrated by sportscaster

k Drees.

There are 26- all -new hour shows in

TV, stations; ,here -is your chance to

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°'Firestone 'Tire & ,Rubber' Co. has

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sponsor "Championship Bowling" in most

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advertisers iri you. area who will quickly see

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lor. Each match is a real cliff-hanger with The strikers .strike again..Now it's your

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Look into this opportunity immediately. Call -us collect: area, code 312, phone: 467-

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from 1 I o

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A DIVISION OF CO) BROADCASTING CORPORATION.

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The complete diraotorg and beeio retére ce guide of

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1967 WORLD RADIO

TV HANDBOOK

The indispensable and complete guide for identifying broadcast stations in every country of the world. A complete listing of all short wave stations, foreign broadcasts, long and medium wave stations, tv sta- ticns and personnel. The World Radio TV Handbook is the only guide of its kind, used by broadcasters, tv stations, technicians, amateurs, shortwave hobbyists, diplomatic corps and advertising agencies throughout the world.

For information, write

World Radio TV Handbook

1270 Avenue of the Americas

New York, N. Y. 10020

JULY 17, 1967

Television Age

23 LOCAL TV DIARY: UNDER FIRE

Small stations attack diary method, independents and uh s criticize its validity.

26 THAT LATE -NIGHT MAGNET

Successful formulas for late -night tv difficult to find, what C9 does will be `different.'

28 ANOTHER WAY TO EXAMINE TV

Analysis of kinds of programs light vs. heavy viewers like, bad OIL Tv() ratings.

39 CREATIVE SALARIES: OUT OF CONTROL?

Agencies' creative `stars' shining brightly, but worry thej burn oat before their time.

32 FIRST QUARTER SPOT NEWCOMERS

Complete listings of the 170 new advertisers using spot tv fro January to March, 1967.

DEPARTMENTS

10 Publisher's Letter Report to the readers

12 Letters to the Editor The customers always write

15 Tele -scope What's ahead behind the scenes

17 Business Barometer Measuring the trends

19 Newsfront The way it happened

33 Viewpoints Programming pros and cons

34 Film/Tape Report Round -up of news

42 Wall St. Report The financial picture

43 Spot Report Digest o/ national activity

61 In the Picture A man in the ,twos

'television Age is published every other Monday by the Television Editorial Corp. Publication Office: 440 Boston Post Road, Orange, Conn. Address mail to editorial, adíertising and circulation offices: 1270 Avenue of the Americas, Rockefeller Center, New York 20, N.Y. Circle 7.7660. Controlled circulation postage paid at New York, N.Y. and at Orange. Conn.

6 Television Age, July l7, 1967

I

Television on Age

I. X I V No. 26

Publisher S. J. Paul

Editorial Director Alfred J. Jaffe

Managing Editor Barton Hickman Senior Editor

Ed Dowling Associate Editors

George Friedman Karen Senter

Editorial Assistant Hope Rothenberg Financial Editor

A. N. Burke Advertising

Norman Berkowitz Advertising Director

Mort Miller Advertising Manager Marguerite Blaise

Sales Service Director Lee Sheridan

Production Director Fred Lounsbury

Circulation Director Evan Phoutrides Business Office

Miriam Silverman Branch Offices

Midwest Paul Blakemore, Jr.

6044 N. Waterbury Road Des Moines, Iowa 515-277.2660

South Herbert Martin

Box 3233A Birmingham, Ala. 35205

205.322-6528

Los Angeles Gordon Sutton

Duncan Scott & Marshall, Inc. 1830 West 8th Street

213.382-6346

United Kingdom F. A. Smyth & Assoc.

35 Dover Street London, W. 1, England

ember of Business Publications Audit of Circulations, Inc.

:LEVISION ACE 'is published every other onday by the Television Editorial Corp. iitorial, advertising and circulation office: :70 Avenue of the Americas, Rockefeller enter, New York, N.Y. 10020. Phone: [role 7.7660. Single copy: 50 cents. Year - subscription in the U.S. and possessions:

t; Canada: $7; elsewhere: $15. m Tele- .sion Editorial Corp. 1967. The entire con- ints of TELEVISION AGE are protected by )pyright in the U.S. and in all countries gnatory to the Bern Convention and to to Pan-American Convention.

Bait KBOI-TV

sell IDAHO! KBOI-TV Boise serves Idaho's

capital, key distribution

center of some of the nation's

richest farmland. Boise's

influence extends to every

part of the state.

KBOI-TV reaches more

homes, men and women,

from 7:00AM to 1:00AM

than any other Idaho

television station.

NSI & ASS Feb. -Mar. '67. Au- dience measurements are estimates only based on doto supplied by indicated sources and subject to the strengths and limitations thereof.

-

TELEVISION Channel 2 CBS

BOISE

Affiliated with Bonneville InternationalV sta-

tions, KSL-TV Salt Lake City, K1RO

attle, WRUL, New York, KID -TV Idaho Falls.

Represented by

®ETERS®RI FFN,©©0DDARD, INC.

'elevisíon Age, July J7, 1967

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8 Television Age, July 17, 1967

And Now, A Brief Message ToThe Sponsors... Men! Women! Are you suffering from low -back

pain-the pain that comes from knowing that

your gorgeous commercials are getting less -

than -maximum color exposure?

Well, there's something you can do about ít...

now! Get quick relief in one easy step: Simply

place your color commercial on the NBC Tele-

vision Network. That's where it's most likely to

be seen in color.

Yes, surveys made by a leading research organ-

ization* show that:

In prime time, your color commercial on NBC

can be seen in color by 20 per cent more homes

than on Network X...and by 33 per cent more

homes than ón Network Y.*

In day time, your color commercial on NBC can

be seen in color by 24 per cent more homes than

on Network X...and by 98 per cent more homes

than on Network Y.*

And at Huntley -Brinkley time, your color com-

mercial on NBC's "Huntley -Brinkley Report"

can be seen in color by 44 per cent more homes

than its closest opposition in the news field.*

The message about your message couldn't be

clearer: Whether it's prime time, day time or in-

between time...whether you're selling pills or

power steering, NBC offers you the largest color

audience in the whole, wide world.

So-remember: If it's maximum color exposure

you're after, NBC is your very best bet. Warning:

may be habit forming.

NBC TELEVISION NETWORK

*Source: NTI, Oct., 1966-Apr., 1967. Subject to qualifications available on request.

i

:levisiou Age, July 17, 1967

9

Facts in focus...

NIELSEN TELEVISION '67

The 12th annual presentation

of summarized estimates of the size and characteristics

of the television audience

in this country.'

For a FREE copy call, wire or write

Nielsen Station Index NSI EXECUTIVE AND EASTERN

SALES/SERVICE OFFICE NEW YORK (10019)

1290 Avenue of the Americas 956-2500

NSI SALES/SERVICE OFFICES CHICAGO (60601)

360 N. Michigan Ave. 372-3810

HOLLYWOOD (90028) 1680 N. Vine St. H011ywood 6-4391

SAN FRANCISCO (94104) 68 Post St. YUkon 6-6437

a service of A. C. Nielsen Company

CHICAGO (60645) 2101 Howard Street 465-4400

Letter from the Publisher

A Poignant Program, A Great Opportunity

represented a new high in person -to -person coverage of the Vietnam

The documentary The Anderson Platoon broadcast by CBS ,

war. The program was photographed by a French camera crew headed by Pierre Schoendoerffer. Originally broadcast on the French Television Network, it was a poignant, moving photographic ? report that, in effect, needed no commentary. it was all there-the sloshing mud, the mail call, battle action, the, I anguish. the humor, the fatigue, the gunfire from the unseen enemy, the choppers in and out, carrying in food and taking out the wounded and the specter of death all around. it said so much in a simple but dramatic way. It was Mauldin's cartoons, Sad Sack, Ernie Pyle a quarter of a century later. One could not view this program without feeling a great sense of fierce pride in our fighting men.

Dick Salant, CBS News president, was so impressed with the program when it was shown to him in New York that after viewing it for the first 20 minutes, he instructed the CBS Paris office to immediately open negotiations with French Television to acquire the show for U. S. presentation. He then went hack to the viewing room and saw the rest of the program. CBS is planning to re- broadcast the documentary on July 25.

What is significant about this film is that French Television over the years has not been what Americans would consider impartial in their presentation of U. S. news regardless of whether it was action in Vietnam or a race riot in Buffalo. As a matter of fact, when viewing the news on French Television, one gets the very definite impression it is, in its overall presentation, anti-American.

it is hoped that France, as well as other Western European countries, will be able to use the documentary approach to present a true picture of many interesting aspects of life in the U. S. It should also open up a two-way street whereby the best of overseas television can be shown in this country and, conversely, many of the outstanding documentary programs produced in the U. S. can be shown abroad.

CBS's Warren Report, for example, has been sold in 15 countries abroad, including France. This excellent. documentary will receive wide exposure abroad. It demonstrates the 'objective of U. S. feature news programs-to present and to document the truth with the unerring eye of the camera. As Byron said, "With or without offense to friends or foes, 1 sketch your world exactly as it goes."

Cordially,

fl

I

lb Television Age, July 17, 1967 I

sawarded annually at the Cannes

m Festival "to the production mpany with the highest total. of

rks given by thetelevision jury ti not less than six films entered

the television group."

Production companies from I,overthe.world competed for it.

This year it was won by an

erican company, VPI, for the glowing television advertising: "Super' Insulation"-Union Carbidé

Director-David-Quaid °

for Young & Rubicam ,

"Governor"-Ban Deodorant Director-Sy Weissman for Ogilvy.& Mather, Inc.

"Droopy Dolores" Bissell Disposable Dust Mop

Director-Sy Weissman for Gardner Advertising

"Piano Roll"-Dow Saran Wrap Director-Ed Kasper .

for McMahus, Johr;& Adams

"Aging Office"-Xerox Corporation Director-Sy Weissman forPapert, Koenig & Lois

"XS-70"-IBM Computers Director-Chick Green for Ogilvy & Mather Inc.

"Red Carpet"-American Motors Director-Pete Miranda o

for Benton & Bowles, Iris.

"Supermarket"-Fresca Director-Leon Prochnik .

for The Marschalk Company

"It's the Greatest"-Ultra Brite Di rector -Jack Goodford for D'Arcy Advertising

"Sealed, Bottom" Volkswagen of America Director-Bert Lawrence

'for Doyle-Dane-Bernbach

_ _ _ A DIVISION OF ELECTROGRAPHIC CORPORATION

- ....

Letters to the Editor

'Covered the Field'

I thought your article on advertisers' tightening cost controls (TELE-

ISION AGE, April 24, 1967, The Squeeze Is On) was excellent, and I must say that it really covered the field. I am sure the other people interviewed felt the same way.

I read your magazine with con- siderable interest because I find your editorial formats and layouts enable me to get intelligible information with extraordinary ease. Congratu- lations.

RICHARD E. DUBE

Lever Brothers Company New York, N.Y. 10022

'A Timely Subject' I read with interest your story on

product usage data (TELEVISION .AGE, May 22, 1967). This is certainly a timely subject and I believe you touched on some very important points to hich need exposure.

Product usage will be very much a part of ARB's service for the coming season. Now that you have laid the groundwork, I would like to see you follow through with later developments in product usage and its acceptance by the industry .. .

Timely and provocative subjects such as this will do much toward establishing the reputation of TELE- VISION AGE as a responsive and responsible industry platform. You are to be congratulated for tackling it.

GENE THOMPSON Director of Communications American Research Bureau

Beltsville, Md. 20705

'Grateful For The Opportunity' As a long-time reader of your

magazine, I enjoyed the article in which you discussed the role of independent motion picture editors (TELEVISION AGE, May 22, 1967, Have Scissors Will Travel) and am grateful for the opportunity to have had my opinion included.

MORTON DONALD DUBIN Vice President, Videotape Division

MPO 1 ideotronics, Inc. New York, N.Y. 10017

Barter Firm Pays Commissions

Congratulations on your excellent article, "What's Happened to Time Bartering?" (TELEVISION AGE, May 22) . It clearly limned an almost unknown sub -industry within advertising.

May we add our firm, Universal Communications, Inc. (UNICOM) to your roster of barter companies? UNICOM deals in print-a relatively new concept-as well as broadcast reciprocals. Agencies always receive full commission on our time or space sales to their clients.

SUBSCRIPTION SERVICE Television Age Circulation. Department - 1270 Avenue of The Americas New York, N. Y. 10020

Name

New Subscription

Address

City

Type of Business,

State Zip

Renewal

Subscription rates: U. S. and Can- ada - I year $7; 2 years $10. (Rates for other countries available on request.)

Change of address: Please advise four weeks in advance. Enclose address label with change indicated above old address.

Please include a Television Age address label to insure prompt service when you write us about your subscription.

For the alert ad agency, barter' a fine sales tool; for the clever chi, a dollar stretcher second to none;or the media, economic insurance.: r. ter benefits all three.

PAUL SUI;R

Presiint Universal Communications, e;

New York, P

Ad Humor Must Be Relevant Regarding your article on haul

in tv commercials (TELEVISION A ,

June 5, 1967, It Better Be Retyo Funny), I believe I know Da+lj.

Ogilvy's basic attitude in regard is humor in advertising. Mr. Ogiij feels it can be used to great adv,-lt Cage, with two precautions:

The humor must be relevant to t,l product and the message, not e

traneous for the sake of enterta, ment. The humor must be bat enough to be understandable to a and appealing to most. As you poi, out so well, nothing is deader the, an unfunny joke.

WILLIAM B. TAYL( VP, Creative Directo Ogilvy & Mather In

New York, N.Y. 1001

Televising The Races

We read with interest Tv At Th Races in TELEVISION AGE (June 1967). The only comment I woul' make is that our program is the onl: racing show that tells the story of at

important event (Daytona 500, Indi anapolis 500, etc.,) . This is impon taut because it means that the shot is interesting whether you are play. ing the game or not.

HOWARD BRADFUTE

President Bradfute Corp.

Eastch ester, N.Y. 10709

'Excellent Article' I read the article in TELEVISION

AGE (Tv At The Races, June 5, 1967) and I thought it was an excellent one. We have had numerous and favorable comments on it.

WALTER SCH%s IM MSS

President Walter Schwimmer Inc.

Chicago, Ill. 60611 12

Television Age, July 17, 1967

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APPEALING ...ACCURATE ...AUTHORITATIVE! Weather Forecasting: Designed for Milwaukee

do more Milwaukeeans consistently turn to \VTNII-TV for weather reports than to any competing station?`

hybe it's because one of our weathermen is a qualified meteorologist who prepares his own area forecasts. Or

Pimps it's clue to the complete, 1111-to-Ilie-Illillute coverage supplied from our modern equipment ... weather

rl,ar, three U.S. \Veather Bureau teletypes. including a synoptic circuit with hourly observations

()the U.S., Mexico and Canada. Then again, it could be the fact that WTNI1-TV has over 20 years

ct)roadcasting experience... Designed for Milwaukee! (Or it just / 'I;ht be because one of our weathermen ...is a cute redhead!)V V T M J -TV

COLOR IN MILWAUKEE W^^ TJ Tv C. Niolson Co.. Inn. 19 -Feb. 15, 1967; American Research Rareau, Innuary. 1967.

Ilwihs ukoo Journal Station NBC In Milwaukee Represented by: ilarrington. Righter & Persons - New York Chicago San Francisco Atlanta Boston St. Louis Los Angeles

: y

16

THE GENERAL ELECTRIC

BROADCASTING COMPANY

announces the appointment of

HARRINGTON, RIGHTER, and PARSONS, Inc.

as national representatives for

C

Albany/ Schenectady Troy CHANNEL 6-NBC TELEVISION

Mal

Nashville CHANNEL 8-ABC TELEVISION

(Effective July 1, 1967)

ti

' Television Age, July 17, 1967

Business barometer

'ter that gloomy April, the spot revenue picture has brightened.

mendous, but it's a reversal of the trend during the past couple of months.

} 'The May figures show a 4.2 per cent rise over

May of last year. Last month, it will be

remembered,the revenue NATIONAL SPOT

picture for spot

involved a decline of 5.2 per cent compared illi,tn. (pi Mint with the corresponding month in 1966.

1e May dollar total for _spot comes to $76.7 million, the

highest figure this year. The previous peak

was in March, when spot business achieved a $74.4

million level. From now on, of course, the

outlook is for month -by -month declines until

August or September as the usual summer doldrums

take hold. It may be of interest to note that in

1966, which wasn't a bad year at all, the May

spot figure was only 3.5 per cent over May of

1965. However, it is true that in 1965, 1964,

1963 and 1962, the May spot dollar total was

never less than 10 per cent over the cor-

responding month the year before.

ooking at this year's May total compared with April 1967,

the increase came to 10.9 per cent, or, about

$8 million more.

he smaller stations took in the neck during May, the first

decline in spot this year for them when

measured on a year-to-year basis. Outlets in

the under -$1 million annual revenue class,

averaged a decline of 5.4 per cent. The medium -

size stations registered a rise of 5.5 per cent

and the $3 million -and -over group scored an

increase of 4.2 per cent.

he medium -size group took their licks in April, when

their spot business dipped 4.9 per cent com-

pared with 1966. The larger stations also

declined in April, the figure being 6.1 per cent.

The latter group also dipped slightly on a

March -to -March basis, the decrease being 1.1

per cent.

ear -to -date figures are now running a little over 1 per

cent over 1966. The five -month tally for spot

this year is $343.8 million, up $5 million over

'last year. Nothing to cheer about, but if the

government's experts are right about economic

conditions in the second half, the gap should

widen considerably by Fall.

5a J t I 1 . N

1967-'Éi(i comparison

It's nothing tre-

$73.6 176.7

May (up 4.2%)

nYear-to-year changes

by annual station revenue

Station Size Spot Tv

Under $1 million $1-3 million $3 million -up

-5.4% +5.5% +4.2%

Text issue: a report on local and network compensation income to stations in April.

4 copyrighted feature of TELEVISION AGE, Business Barometer is hosed on a cross-section of stations in all income and geographical categories.

nforn,ation is tabulated by Dun & Bradstreet.)

I


17

i4

LAND OF

YEAR-ROUND

GOOD LIVING,

GOOD BUSINESS l

WCTV TALLAHASSEE THOMASVILLE

e $ D`' EL.AIR TELEVISION W E n [helmet: a/ laen Bloat e Cum v.nr

m"

--

'f.:

L J

Lmi We have seasons, but they are relatively mild, with-

out the harsh extremes that often disrupt business elsewhere. This means year-round

high-level spending, with a diversified economy, as a center for government,

business, recreation, education, and industry. Few stations, we are

told, dominate their markets as do we in WCTV-land, but

you probably have your own figures to prove

this...and we're total color

equipped, tool

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18 7eleuision Age, Jul) 17, l967}'

THE WAY IT HAPPENED Newsfront 'out/, Ah Youth.

The youth market seems to be on

'eryone's mind. \\ ithin a brief

ran, Needham, Harper & Steers and

;htterin Research Corp. bowed in

s direction with published corn-

ients on how to appeal to it via t' id Foote, Cone Si Belding asked

rme pointed questions about the

nyth" that half the population will ion be under 25. (And that's not

entioning the plethora of speeches

;cently about the necessity of admen

even in industrial marketing- eing "with it" in order to create

Iccessful advertising.) NH&S cited figures that teenagers

lend $17 billion a year and influence re spending of $30 billion more,

rat young unmarrieds (20 to 34.)

omprise a $60 billion market and

tat children under 12 have a "swing ote" on how $50 billion is spent- II told, some $157 billion.

lundreds of Studies. In its news-

;tter, the agency summarized the

esults of "hundreds' of studies ealing with differences in reaction o tv commercials by younger and Ider viewers.

On the subject of identification. he agency found that younger view- rs often react favorably niter' a

umntercial's protagonist is close to heir own age but the agency warned

gainst the dangers of an unsympa- ¡iretic character.

The agency also warned against ippeals to youth in which a "re- uvenat ive element" is ins olh ed. e.g., r case in which a commercial irn- clied a cosmetic would "capture or retain the 16-year-old's natural state

Ior women through their 30s.' It also appears. says the agency.

hat the young male may react favor - Ile to an appeal in which his peers liscuss the product hut may he less

impressed when an older man gives

advice to a younger man. To wind it up. NIISS said. how-

ever. it., practically impossible to pre-

dict boss young people will respond.

Tough to Convince. Schwerin

found in analyzing 100 recent com-

mercials that it's harder to influence

the 16 -to -25 age group than older groups. Using Competitive Prefer-

ence scores as a gauge, researchers

found that in only five cases did the

younger group outscore the rest of the viewers. But those over 25 scored

higher ín 22 cases. In both instances,

Schwerin measured effectiveness at

the 90 per cent confidence level,

st hich means the chances are nine

out of 10 the differences were mean-

ingful.

In seeking clues for future script

design. Schwerin noted that the com-

mercials which appealed to the youth.

ful crowd featured the "young musi-

cal beat" in three cases. One had a

James Bond type character, another

a sort of .\Ifre character. Older ad-

isors or busybodies in commercials

seem to have negative effects on the

young. \ number of the unsuccessful com-

mercials opened with such unpleasant

problems as a young businessman

thinks someone else has been pro-

moted. the party is dull, the house-

ttife has a gross of sandwiches to

make for a party. a headachy mother

has to take care of baby. etc.

The Myth. I CSl would like to put

this youth market situation in per-

spective. Sure. maybe close to half the

population trill be under 25. but

take away the babies. the pre-school

children and grade school kids and

think of a population that starts at

puberty and ends at mortuary and

It hat hate ou got? A median age of

39.2. It hich means that half the

adolescent -plus -adult population is

older than .lack Benny.

In the same vein. the agency then

looks at the market in terms of con-

sumption units. In 1965 only 6.1 per

cent of family heads were under 25.

By 1980, tvhen marriage rates may

be at their peak. the figure may zoom

up to 8 per cent.

Steady Birth Rate. Now, what about this assumption that %then the

World War II babies begin to marry in great numbers the birth rate will go up? ou can't depend on it. It

seemed to work from 1930 to 1949

but there was no correlation between

marriages and the birth rate from

1949 to 1966. Rising number of

births coming? Yes, there's a bigger

population base to build on. but

that's not the Same as a bigger birth rate.

The agency. incidentally. was care-

ful in its correlation analysis to add

a one-year lag so that birth rates

were compared with marriage rates

the year before. If you want to know the truth, the

long-term trend has been a rise in

the median age of Americans. Back

in 1820 half the population was under

17. It wasn't until a hundred years

later that the median hit 25, that

magical figure that everybody talks

about. After 1920, the median age

kept on rising. True, it dipped after

reaching a peak of 30.2 in 1950 but,

say_ s FC&B. the dip is now starting

to bottom out and by 1990 the pro-

jections indicate an all-time high of

30.4. The low point, in 1970. will be

27.6. so there goes your half -the -

population -is -under -25 story right out

the window. So. says FCSB. if you're still

peddling that story. you're not living

in the future. or even the present,

but in the past-"way back in the

time when F. Scott Fitzgerald was

writing his first novels and the 'lost

generation' that followed World \\ ar

I ttas the subject of as much worried

conversation as surrounds today's

mods and hippie.' Don't get the idea FCSB is knock-

ing the young. It just doesn't want

everybody to get the wrong notion

that the importance of youth lies in

numbers or breeding capacity. What

is important is their "influence on

the worried, nostalgic, imitative

middle-aged generation." And that.

says the agency, is another story.

tTelerisiun .lgr, July 17, 1967 19

,

ID V D LET THE VAR f B

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N

Television Age

New attacks on the diary

method by small stations,

independents and uhf ers

reflect conviction that it

(loes not fairly represent

their audiences

Local tv diary:

Vo one is quite sure why broadcaster attacks on

the local diary method have been stepped up

!is year. Dissatisfaction with it has been a long -

:nn affair but, as often happens in the ratings

isiness, the complainers button their lips and learn

p live with what's available for lack of a practical Iternative.

This ís not to say an alternative has been found- ertainly not one that offers the same information

the same cost with. the same degree of accuracy. The current targeting of the local diary is prob-

Ibly best explained by (l) organized efforts on

'ehalf of uhf as these broadcasters zero in on their ároblems and (2) changes in tv, including not only

July 17, 1967

MEW

.:_. ,-+'

g--- -

uhf but catv developments and personalized

viewing. The attacks on the diary, however, do not stem

solely from uhf broadcasters. Man) independents

and small -market stations-both u and v-agree

there is something inherent in the diary method

that understates their audiences vis-a-vis network

affiliates and large stations in general.

There is, in addition, broad agreement that, com-

pared with the meter method, the diary understates

all viewing, though there is disagreement about

whether the amount is significant.

The sounds of dissatisfaction have reached high

quarters, specifically the Federal Communications

'elevision Age. July 17, 1967 23

d

"The nights are wholesome . . .

"So hallow'd and so gracious is the time."

-Hamlet * * *

"As dust that drives, as straws that blow,

"Into the night go one and all." -William Ernest Henley

* *

t all started 17 years ago with Morey Amsterdam, and since

then, it seems, everybody has wanted to get into the late -night act-Jerry Lester, Steve Allen, Jack Lescoulie, Jack Paar, Johnny Carson, Les Crane, Joey Bishop and Bill Dana. There have also been locally produced and syndicated shows; for example, those featuring Mike Wallace, Terence O' - Flaherty, Mort Sahl, Mery Griffin, and Regis Philbin, now Bishop's announcer.

Two of the three networks have late -night variety -talk shows (it was three of four during the brief exis- tence, May 1 -June 1, of the United Network), and there is a strong possibility that CBS, the last holdout, will have one on the air by fall or next spring. At the June meeting in New York of the CBS -TV affiliates, network president Thomas H. Daw- son announced that the affils would be polled and that he wanted an okay from at least 85 per cent before a show would be created. Question- naires were mailed the third week in June. In closed session, senior programming vice president Michael H. Dann said that, despite rumors, .lack Paar did not figure in late -night plans, nor would the show be a copy of the Tonight format.

Polling affiliates may or may not be conclusive; indeed, Dawson noted that the first mail poll -last year elicited under 70 per cent approval shortly after an informal vote at the affiliates meeting indicated almost unanimous approval. Here are some station comments on the late -night question:

Theodore A. Eiland, vice president and general manager of WSTV-TV Steubenville, O., told TELEVISION AGE that his station's movies "usually beat Carson" in the ratings, but that

1. Steve Allen: gave late -night a push

That late -night magnet Johnny Carson: still the champ

Bill Dana: short career

I45'nb t .4 ,5

li

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ir

Jack l'aar: quit when he was ahead Joey Bishop: hasn't got the touch so far

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Mery Grit/in: a daytime version

rr;.,yz,tl wants to get.

?o tate act, but successful

rondas ore not easy to fiad. hotetter CUS does,

trill be 'different'

Ile was a ell rl:rlmin,led' about a talk .,berg~ and would lie favorable if it

were 'a good one." Of the network's ranting, he said: "It's a difficult decision, with a lot of bucks involved - I don't blame them for being care- ful's Ile didn't think the affiliates would go along with "an unknown" as host, and felt Paar could not suc-

ceed against Carson today. Robert M. Stough, station and

national sales manager of WSBA-TV

York, Pa., said that in his market there was "no possible way" for his movies to compete with Tonight, and that "I think I'd wager a lot of mon-

ey" on a competitive show. On the

other hand, Ralph O'Connor, general manager of wise-ry Madison, Wis.,

said he would prefer to "stick with

movies," but that "it'll all depend on what the network'lI have to 'offer."

A Southern viewpoint was offered by L. M. Sepaugh, executive vice president and general manager of WJTv Jackson, Miss-, who opined that while he tended to favor a show,

he was hopeful that it would be

"somethi:;g different." Movies, he

noted, are not as important in a

small+_r market like Jackson "because people don't stay up that late," i.e-,

after midnight.

Late-iVighter Is Economical

WHRF-TV, Rock Island, I11., which

pitted the ill-fated Las Vegas Show.

opposite Carson and Bishop, wants

a late-nighter, said Maurice Corken,

executive vice president,- because it,

would "save a hell of a lot of money

on feature films." Late -night talk shows are big

business. As Jack Gould wrote re-

cently in The New York Times:

"Talk, which was supposed to be one

of the first casualties of television,

not only has survived but also seems

to be increasing. Chit-chat. both triv-

ial and substantial, is proving to be

one of the most economical of broad-

casting staples. »

Tonight, the top -rated network

late -night entry, pulls in an estimates!

$20 million a year, and Carson hiru-

self, following a. neatly-timéd pay

strike during the AFTRA walkout,

gets over $1 million of it. The pr&

gram has approximately 75 sponsors, one of whie h, Sunbeam (through, Perrin & Associates and Foote, Cone

& Belding) has }icon aboard for a

decade. Other long -timers are Jaymar Ruby, via Harold Breitner, eight years; Calgon, via Ketchum, I1cLeod

S Grove, seven; Liggett & Myers,' through Compton and 1. Walter Thompson, five; Hotpoint, Compton, and Alpo, Weightman, four each, and General Electric, Clyne Maxon,

three. L&M. it should be noted, is getting '

out of Tonight, as well as The Hunt- ley -Brinkley Report, and putting even more money in two new fall

series, ABC's N.Y.P.D. and CBS' Mannix, plus NFL and AFL Football. Gregory Lincoln, advertising services

director for L&M, says the cigarette firm wants to leave fringe time-no reflection on Tonight or H-B-and is

interested in "extending our reach

instead of building frequency with

the same audience." Tonight, which covers a potential

98.6 per cent of tv homes, charges $í16;100 a minute (reduced to 513-

11.000 for long-term pacts), com-

pared with 1.0-12,000 in Paar's time.

Calgon spent $125,000 its first year .on Tonight, and is now in the just - under -$1 million mark. Bob New-

comer, marketing director of Cal-

_ron's consumer products division, ,

says- the show is good for reaching '

working women (Calgon makes dish- ,

washing and bathing products), and

that continuity iri a fringe -time pro-

gram is preferable to limited adver-

tising in more -expensive prime time.

(Calgon is particularly heavy in day-

time network tv.)

Agency head Breitner notes that

Javtnar Rubv. which uses live

demonstrations for its waistband

slacks and shorts, ran three spots a

year eight years ago and now buys

25; it sometimes uses both Tonight.

and Today. Claire Wallace, Breit-

ner's tv director, says JR considers

the Cursoucast "the most economical

buy for us." Bishop reportedly charges Sti.300 a

minute, but ABC won't confirm it.

The Nielsen 30 -market MNA for

(Continued on page 56)

++

II

14evi.cion 4,'c, July 17, 1967 27

T

i he importance of repetition has1

1 long been recognized in adver-

ing. But researchers are still look -

I g for the pot of gold at the end of

e rainbow: What's the optimum,

how much is enough but not too

uch? kn example is BBDO's re-

nt study on repetition.

The other side of the coin is rep-

,jtion of exposure. You can hammer

p,vav but if your audience doesn't

atch tv often, it won't do much

pod. By the same token, those who

Slatch more than most will be ex-

. sed to advertising more than most

and getting a bigger dose of ad-

ertising than is really necessary. I However, an advertiser can in-

rease his chances of reaching light

hewers if he knows what they watch.

.:l he often wants to reach heavy

'ers because it means frequency - wact. fore tv was fully grown, adver-

s and agencies were aware of

ne wide differences in viewing habits nong video homes. Nielsen data

vere a prime source of material and y the mid 50s "quintile" studies sere common coin in research files.

t'nese divided the tv audience into ive (hence "quintile") equal groups

J ; ranged by volume of viewing. They provided averages for the 20 per ant viewing the most, the 20 per ;eat viewing next most, etc.

TvQ's Measure

It is, of course, no great shakes to

determine distribution -of -viewing in-

iformat ion. But another dimension ,was added to audience head counts when Ilome Testing Institute introduced i s "TvQ," which measures the per cent-among those who have seen a show-who consider it one of their favorites. While a subjective yardstick, researchers have found that, in conjunction with other data, it is a useful tool in making program

r decisions. Like other types of viewing data,

TvQ ratings can be analyzed by dem-

ographics, programs, intensity of

viewing, etd., or combinations of these. Below, TELEVISION AGE, based

on exclusive data provided by IITI, provides an analysis of network pro-

gram viewing based on TvQ figures and the implications on reaching light and heavy viewers.

Among the questions that often

arise concerning characteristics of

light and heavy viewers: Are they

old -young? big family -small family? professionals -laborers? well -educat-

ed -poorly educated? rich -poor?

What types of programs do they

watch? The demographics tell the

advertiser something about the possi-

bility of reaching his prospects

readily via tv: The program infor-

mation tells him how. It ís the latter

that TELEVISION AGE emphasizes here.

General V iety Helps

Each advertiser, of course, has dif-

ferent steeds and only data on indi-

vidual programs can tell him pre-

cisely what to buy. But a general

look at program viewing by light and

heavy viewers can provide some use-

ful generalizations applicable to

many advertisers. First, the nature of the data: HTI

arbitrarily divides viewing per week

into four levels-(1) one to nine

hours, (2) 10 to 19 hours, (3) 20

to 29 hours and (4) 30 hours or

more. Strictly speaking, this is not

a "quartile," since the sample is not

divided into equal parts. However,

the equal -parts approach is no less

arbitrary than iITI's and, actually,

each has its uses depending on the

way the researcher prefers to look

at the material. HTi divides nighttime network tv

programming into 10 groups:

(1) adventure, (2) comedy, (3) doc-

umentary and news, (4) drama,

(5) movies, (6) musical and musi-

cal variety, (7) quiz, audience parti-

cipation or game shows, (8) sus-

pense and mystery, (9) general and

comedy variety and (10) westerns.

The data, then, are TvQ averages by

program type, broken down into

four levels of weekly viewing hours and extended back some years to

determine if there is any underlying consistency or trend. For the most

meaningful comparisons, primarily

the lightest and heaviest viewing

groups will be compared. Next, an overall look: TvQ aver-

ages for all programs have shown a

year -by -year decline since 1%1.

While, the slide has amounted to only

one or two percentage points per

year, it takes a lot of changes in in-

dividual program figures to add up to

even one percentage point. The actual

averages: 30 in 1964, 26 in 1967.

If these averages are examined

according to the amount of viewing

done, data show the light viewers

with a steady decline in the number

of favorites they name; the TvQ's

for heavy viewers took a four -point

drop from '64 to '65 and then leveled

off; while the intermediate groups

showed little change until this year

and then tumbled. Apparently there's

a long-term falling off in the appeal

of tv programming.

Data Insufficient

The implications are difficult to

assess on the basis of this data alone.

For one thing, available HTI infor-

mation covering '64 to '66 show no

striking change in hours of viewing.

As a matter of fact light viewers

(one to nine hours) represented a

smaller fraction of the total tv audi-

ence in '66 than in '64 while high!

medium viewers (20 to 29 hours)

rose in numbers. It could, of course, reflect that

bugaboo of tv-the theory that "up-

scale" viewers, the upper socio-eco-

nomic groups-are deserting the

medium. Ilene, again, analysis of the

four viewing groups by key demo.

graphic breakouts-(1) professional

and managerial people. (2) college -

educated and (3) those in families

with $10.000 in annual income and

above-show no evidence of less

viewing. In all three of the demo -

(Continued on page 581


i

i

i

woo years ago a bright-eyed young

1] man tine shall call Raffaele was

I knocking clown $8.500 per annum

as a junior art director at Doyle

Dane Bernbach. He was 22 years old

and fresh out of Pratt Institute in

Brooklyn. the Bauhaus of commercial

art. Today Raf' is making $18,500

a year as an art director at a medium-

sized agency. Ile already has a reel

of six commercials he supervised,

and he keeps the reel handy, next to

the big leather portfolio of his print

samples. Ile never knows when he

might feel that sudden urge to trot

doWn the street and show the samples

and reel to an agency that might pay

him a few thou' more than he is

already making. It took Raf' precisely two moves

on the big Madison Avenue chess-

board to get where he is today, start-

ing with a knight's gambit opening

from the cubicle at DDI3 to the corner

office at an agency smaller than the

one in which he is presently em-

ployed, and then, 10 months later,

he jumped one square up and two

squares over to the $18,500 spot.

After making the first move he be-

gan to bring forward his pawns: his

first tv commercials.

Raf' is not certain where he will

go from here. hi his eyes, the big

moves still lie ahead. Every day he

hears about guys who have made

The Big Jump, say from a $20-30,-

000 spot at a middle -range agency

to half again or twice that salary at

one of the top 20 agencies. his model

is Jerry Della Femina, a copywriter

who doubled his pay, according to

an employment agency executive, by

leaping from Delehanty, Kurnit &

Geller to Ted Bates.

Raf's brief but productive career,

and his glittering expectations, are

not unusual in today's hectic mar-

ketplace for admaking talent. By all

indications it's a bull market for

creative men, led by the skyrocket-

ing stocks of a number of art direc-

tors and copywriters alla Della

Femina. But not all the "creative" stocks

qualify as glamour stocks. As James

Durfee, president of Carl Ally, puts

it: "The fat salaries are the result

of a 'star system' operating now in

advertising. But for those who are

not stars, there's been no- marked

increase in pay. The guy who ís

°m 000

Spurred by an agency

bull market, creative

`stars' are bathing in

a golden pool-but accompanied by anxiety

about burning out

before their time

/°20,000

/ / /

/ /

/ /

we

a good workman, or who is

re, is not making more

sips, say some agency watch-

, sub -stellar craftsman is even

j i:' less than he might if there

o star -system. The more pay -

1 Wakes to hire the stars. the less

ell left for the others.

ing into the big money picture 'e art directors. Compensation

visualizers has long lagged

I that given to copywriters. In

Ginning (of the creative salary

,on) was the word, and copy-

-again, the brilliant ones, not

;ks-have. for some time, been

down hefty compensation. .ilht in a swirling side eddy of

Iden tide are those tv producers

ie neither writers nor sketchers;

for personalities a decade ago,

N 't often been shunted aside in

1. rush of the gilded art directors. decade ago, good media

esearch men were, if not

1 iaries of the kind of golden

I falling on creative people,

r it sought after avidly. For

' ; before that, account men

aid more than creative tl pes.

and this is still true. but for the

"stars." Generally, age for age. ex-

perience for experience. account men

are paid better than the run-of-the- mill creative types.

Even in the early days of advertising, however, there were such phe-

nomena as the legendary 8100.000- a -year copywriter. But never more

than a handful, at most.

Today, however, there are scores

of ranking copywriters and art direc-

tors who knock down anywhere from

850,000 to 8100,000 a year. Usually.

this pay is accompanied by a title

like "creative director" or "copy

chief" or "executive art director-.

and the recipients have attained the

ranks of either middle management

or top management, depending on

the agency. The creative bull market is a re-

cent phenomenon, part of a growing

conviction that good ideas, rather

than marketing and related services.

can prime the pump for sales.

As might be suspected, the demand

has come not from the hot -shot crea-

tive shops, but the old-line estab-

lished agencies-the big ones. They'

are looking. said one observer, for

people who can give the agency

something of the "with -it look of Doyle Dane. Papert. Ally, Wells.

Tinker." This craze for a fresher look re-

flects, in turn, client demand. To the

client the agency can say. "He's from Doy le Dane." or something like that.

trotting out the new acquisition as

evidence of how creative the agency

has become from one day to the

next.

One creative director said that sev-

eral big agencies, in search of name

talent. had escalated salaries by

carrying on raids. "It often takes a

raid, with all the lures that go along

with it, to get the man," he says.

"Anybody can make more money by

walking across the street, but nobody

wants to blow accumulated pension

time. stock sharing, etc."

Said Richard W. Tully, board

chairman of Foote, Cone Sr Belding:

"There are plenty of creative people

around but the good ones are rare

and that explains some of the high

salaries paid." The salary offered to a creative

type, according to Edwin Stern, who


tl'

More dollars, fewer newcomers. That sums up the spot tv

situation for the first quarter of 1967. Total dollar volume reached 198.5 million, an increase of 3 per cent over first quarter figures for the pre-

ious year. But during January -March this

year, according to TvB/LNA-Rora- baugh data, the industry was first- time host to 170 products, a decline of nearly 20 per cent from the 209 new clients chalked up in the first quarter of 1966.

As usual, Food and Beverages comprised the largest category with 38 products, or advertisers making their first appearance in spot tv. The runner-up category again was Toile- tries with 18 listings this time.

Following is the complete list released' from the Television Bureau of

First quarter

spot newcomers

A better mousetrap isn't enough; you've got to beat the drum, too. The first three months

this year, 170 new drum - beaters used spot tv.

Advertising with data compiled by Leading National Advertisers-N.C. Rorabaugh:

Agriculture

Blue Ilarvestore Systems Blue Harvestore Farm Silos

Eversman Manufacturing Co. Eversman Farm Machinery

Columbia Nitrogen Corporation Columbia Fertilizers

Farmland Industries, Inc. Farmland Fertilizer

Fison Horticulture Fisons Fertilizer

Funk Brothers Seed Co. Funk Brothers Seed

Grace W R & Co. Sawºn Seeds

Grow Chemical Corp. Grow Aid Fertilizer

Monsanto Co. Monsanto Fertilizer

Standard Oil of Indiana American Farm Products

Tennessee Corporation Tennessee Fertilizers

Valley Manufacturing Co. Valley Irrigation System

Amusements, Restaurants

Jack -in -The -Box Restaurants JacA-In-The-Box Restaurants

Uncle Johns Restaurants Uncle Johns Pancake Houses

Apparel

Brown Shoe Co. Miss America Shoes

Carter William Co. Carters Knit Baby Wear

Flexnit Co., Inc. Flexnit Foundations

Interco Inc. Personality Shoes

Interco Inc. Winthrop Shoes

Indian Head Mills Inc. Fruit of the Loom Hosiery

Kayser -Roth Corp. Fascination Hosiery

Stevens J P & Co. Inc. Stevens Hosiery

Win. E. Wright & Sons, Inc. Wright Iron -On Seam Binding

Beer, Wine, Liquor

Genesee Brewing Co. inc. Fyfe and Drum Beer

Building Materials

Kirby Lumber Cn. Kirby Lumber

Masonite Corp. Masonite Ceiling Panels

Weyerhaeuser Co. Weyerhaeuser Lumber

Business and Industrial

Alexander & Baldwin Inc. Matson Steamship Lines Freight "

Cory Corp. Cory Coffee Service Plan

Miller Discount Dept. Stores Miller Discount Department Store

White Front Stores White Front Stores

Candy, Snacks, Soft Drinks

Andes Candies Andes Candies

Beech-Nut Life Savers Inc. Life Saver Aids

Fairmont Foods Co. Diet Way Cola

Frank H. Fleer Corp. Fleets Cum

General Mills Bic. Buttons and Bows Snacks

Charles N. Miller Co. Mary Jane Candy

Muray-Allen Imports Inc. Rose Chocolates

Royal Crown Cola Co. Chocolate Royale Drink

Pearson Candy Co. Pearson Candy

Pillsbury Co. Pillsbury Alunchums

Warner-Lambert Pharm. Co. Hall Mentholyptus Candy

Cleaners and Waxes

American Home Products Corp. Old English Waxes & Polishes

American Home Products Corp. Ty D Bol Bowl Cleaner

Bristol-Myers Co. Twinkle Aletºl Cleaner

Bristol-Myers Co. Whistle Spray Cleaner

Economics Lab inc. Jet Dry

Kimberly-Clark Corp. House Boys Disposable Paper Cloths

Western States Soak -Off Company S.O.C. Cleaner

Zoe Chemicals Meadow Fabric Finish

Consumer Services

Butler Auctions Butler Auctions

American Nat'l. Bank & Trust Co. American Nat'l. Bank & Trust Co.

American investment Co. AIC Financial Corp.

Columbia School of Adv. Columbia School of Adv.

Continental Ill. Nat'l. Bank & Trust Continental ill. Nat'l. Bank & Trust

(Continued on page 581

P

32 Il


A PROGRAM MAN'S . . .

The Smothers Brothers

Amust to all prognosticators and critics, the time it

hascome to eat the humble pie. Some months ago

thi:olumn in its infinite wisdom predicted that with

uij xceptions, the second season openings would not

.léte golden Fall.

jiong the non -exceptions was The Smothers Brothers.

fh'fompetition, the light quality and dimension of their

hukr, and the one -more -variety -show aspects were cited.

1 months later these esoteric Smothers flops are

..otstently in the Top Twenty, tieing or seesawing with

!onza, getting shares better than 30 per cent, giving

,li general programming superiority over NBC by de-

paing the Sunday night advantage NBC formerly

fia thanks to Bonanza, and getting critical and word of

a h acclaim. What went wrong with the oracle of

It hi?

,ie oldest adage in show business is, `If you like it,

lo buy it.' The buyers and programmers of television

tap long sinced learned that absolute objectivity is an

. dial quality in a medium where the best guesser is

u half right for the most part. 'tying or selecting programs for a mass audience is

«¡related to spending a satisfactory personal evening

ale' a good book, good music, opera, art theatre fare,

or'oetry readings. rer and over the industry has tried to explain this

le,' common denominator theory to educators, congress-

mir, and do gooders. The idea is to get a show which

IT' one, regardless of education and status. can enjoy.

gular readers to this column will either recognize

thdetached attitude to programming or think the writer ii slob. The writer likes to think it is the former. Lt equently, in evaluating The Smothers Brothers, the

w/er followed all the rules. .nce the chaps were wet behind the ears and doing

hr great parody on folk singers at the Blue Angel,

ltwriter has personally enjoyed them. Strike one against It

teir last appearance in a structured cotnedy, with

easy overtones by Four Star, was a short lived suc-

t'e which soon fluttered to a cancellation. Strike two,

iüe the audience seemed to be confused about them.

heir appeal to sophisticated professionals in show

hliness is high. Strike three, and anyway they couldn't

`u:eed against Bona aza.

'hat shows how log'c can outsmart one. Not only

Iv this tedious process of stupid reasoning fol owed

'its incorrect conclusion by this column, but pretty

t:h all the rest of the industry that buys shows. The

V)thers Brothers went begging and the cost of minutes

Viewpoints dropped to as low as $12,000 because the smart money

was betting against them. That's show biz.

Apparently what happened was somewhat complicated.

In the first place, it became evident from hind sight that

when they appeared on other variety shows, before they

had their own, the rating went up, and the audience

reaction was very good.

This was no coincidence as it has turned out, although

this kind of Nielsen roulette is not permissible in pro-

gram prognostication since it is unreliable. The build-up

in their own series and the variety appearances, how-

ever, materially he ped them get instant acceptance.

Another major factor which worked in their favor is

the Sunday night continuity. Ed Sullivan obviously leases

them wanting more. More vaudeville, that is, not neces-

sarily more Ed Sullivan. The proposed (and abandoned)

plans to expand Ed Sullivan have proved correct. The-

oretically, there appears to be an audience to more va-

riety which Ed could have satisfied as well as the freres.

Sunday Night at the movies does not appear to do

as well as the other nights. Psychologically, the family

has played hard over the weekend and are tired and not

looking forward to another working week. It is usual y

early to bed with a few laughs if possible. The Smothers

Brothers fits into all that need nicely.

The other positive factor in picking a show is, 'In-

stead of what?' Bonanza obviously had a fatigue point

and it came in mid -season. Like Wagon Train, the prin-

ciple of having, several leading c naracters acting as con-

tinuity to what is essentially an anthology is good and

prolongs the life of an ordinary Western.

Bonanza milked that theory for years and undoubtedly

d",

\' . t'^ IL

t

has two more seasons of better than average performance

ahead, but its days of dominance in a strong number -

one spot are gone forever. T to decline is on.

The last factor in the analysis is the personalities them-

selves and the content of their show. Like Johnny -Carson,

these boys breathe apple -pie -all- \merican-boyism. They

are every mother's dream of a successful son coming

front the prairies of the Middle West.


1.'mision Age, July 17, 1967 33

. ...,-t.,.. :.4 e;e:a,ºc-....,i..r;a,:.,.'.

Film /Tape Report

II

1'

nl

i

THE 'MOVIES

The Walter Reade Organiza- tion sold the entire 200 -title Cinema 200 package, plus 30 more pictures, to WFLD Chicago, in film -to -tv trans- action of unusual volume. The station will run the pictures in prime time, at 8 pm, three times a week come October.

Among the titles in the big bundle are Billy Liar, Open City, Shoot the Piano Player, I'm All Right, Jack (Peter Sellers), Children of Paradise (Les Enfants du Paradis, Jean-Louis Barrault), Breaking the Sound Bar- rier, Brie/ Encounter, Odd Man Out, The Third Man, Tight Little Island, The Fallen Idol, The Lady Vanishes, The Cruel Sea, Genevieve, and Mr. Hulot's Holiday.

The movie nights on the uhf next fall will be Monday, Wednesday, and Saturday. Wednesday nights, according to Sterling C. Quinlan, general manager of the station and president of Field Communications Corp., will be rubricated as Movies That Swing; Monday nights, as For Adults Only, while Saturday nights will be given over to package pictures "that are timeless in their appeal and importance."

Seven Arts chalked up eight more sales of its bundle of 21 Charlie Chan features. Taking the inscrutable Con- fucian were WNAC-TV Boston KGBT Harlingen -Weslaco, KOLN-TV Lincoln, WLKY-TV Louisville, KCBD-TV Lub- bock, KOLO-TV Reno, KHJK-TV San Francisco and KZAZ-TV Tucson - Nogales.

THE GOLDEN WEST

Thirty million dollars in 1966 is the figure being trumpeted by the Commercial Film Producers Assn. of Los Angeles as the gross for West Coast commercials makers. The CFPALA said the Coast volume was 28.8 per cent of the total national business, and that New York only had 54.4 per cent of that business.

The West Coast association said last year's commercial business there represented 2550 shooting days, as many as would be required to shoot 80 full-length features.

NO KIDDING, BILL

Walter Schwimmer, Inc. and Jack Chertok Tv made a deal to produce a pilot for Billy And The Kid, half hour tv series with Ernest Borgnine. For the part of "The Kid," Frankie Michaels, 12 -year -old star of Mame, has been placed under option.

SEND-UP, PUT-ON

To demonstrate it took no back seat, let alone rumble seat, to any more new-fangled agency in the way of kooky, far-out creativity, Ted Bates & Co. last month threw a bash at Manhattan's Cheetah, an electronic age gazebo where the drop -outs drop in, and presented a parodic panoply of post-USP proposita, i.e., spoofs of recent Bates commercials, with the culprits who made the films thesping it for the nonce, exchanging grey flannel and raw silk for medico white Coats.

The man who produced the Wilkin- son Sword Balaclava commercial had to appear shako'd, be -frogged and long-sw orded as a Light Brigadier; other creative types, medically be - ;mocked, burlesqued a hit -em -on -the - head Anacin commercial. As a quartet of today's tyrannical teenage tasternakers (see photo) wailed to the assembled admen of where, they pined, It Was All At, blow-ups of creative department working stiffs flashed on the walls of the pleasure

M

P

dome, as if to remind the gatheag that admaking was not only a :n but a shirtsleeve business. Hey The, You with the Sweat on Your b. balls!

AMERICA AT CANNES

Young and Rubicam led in 14th annual Screen Advertiall World Ass. festival, as it had in American Tv Commercials Festi

At the SAWA fest, held in Can t

last month, Y&R won first prizes ' four product categories, one secc

FLUFFY CHICK SELLS UNION CARBIDE

prize, and took a gold medal for os

of its Union Carbide commercials. Top honors in the festival, hot

ever, went to VPI, for the highs overall standard of entires, and

0%

. . BURLINGTON SOCKS JUMPIN' FOR JOY

Doyle Dane Bernbach and MPO fos

the Burlington Sock commercial. VP1's Palme d'Or Television was:

accompanied with first prizes ill.

IW-` 1 .t 9t 'I . t - v\ 1.o y,r- P:«1 It 1 ! i i ,

~ N ° d 371

K a

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TED BATES TOILERS WITII TYRANNICAL TEENAGE TASTEMAKERS

34: Television Age, July 17, 1967

hi product categories, two second

rs, one gold medal, and one silver

ti I.

addition to the Grand Prix de

n elevision which it shared with

11) for the dancing sock demon-

.t4ion, DDB also took three firsts

n roduct categories, two of which

,a shared also with MPO, and also

11 second prizes.

NII

told, the international event

w a triumph for Yank commercials

a ers. Beyond the Grand Prix and

tl Palate d'Or, U. S. agencies and

-tiios took 13 of the 17 first prizes,

tit of the seventeen second prizes,

Ile of the five gold medals, and

he of the five silver medals.

Iollowing far in the wake of the

lidos, British agencies and studios

i d fairly we I. Keith Ewart's stu-

d' figured in two first prizes along

uih the agency, Collett, Dickenson,

P rce & Partners, Ltd., with films

fHamlet Cigars and for Quaker

lts Chunkymeat dog food.

ames Garrett & Partners made the

(cling film which won a first for

linker, and Garrett also won a sil-

o' medal for a Toffee Crisp film

Tie for S.H. Benson Ltd. and its

tint, John Mackintosh & Sons.

The only other country to he re-

Psented in the paddock of first.

!Lewinners at Cannes was Italy,

,th Gamma films winning two

tsts.

BAs might be expected, this year's OVA festival gave evidence of a

17ser-knit advertising world, of an

creased sharing of values and stan-

,.rds in workmanship and craft. (Thus more of the Cannes winners,

nners-up and medalists this year

Are films honored earlier in U. S.

slivals, such as the Jell-O Cheese-

ke Man and Woman commercial

-oduced by Focus presentations, and

'morons Ban deodorant IDs made

it Ogilvy and Mather by EUE/- reen Gems and VPI. Ogilvy and Mather, which got

)1d (EUE) and silver (VPI) meda s

'1r the deodorant campaign, also

'ok a second prize for an IBM film

roduced by VPI. Other U. S. agencies taking prizes

t Cannes were Benton and Bowles,

,hich got a first prize for the Vicks

Advertising Directory of

SELLING COMMERCIALS

American Telephone & Telegraph N. W. Ayer

. .. -r o ) 11 if,

1, xl Li á

1 .

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WYLDE FILMS, INC., New York

Chevrolet Campbell -Ewald

r -t© , -r' -

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THE TVA GROUP, INC., New York

Burlington Industries "Tricot" 0DB

1 ,, t}Cy COLODZIN PRODUCTIONS, INC., New York

Chun King J. Walter Thompson

-, t' 1

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SARRA-CHICAGO, INC.

Burry's J. Walter Thompson

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it

+

York

Cold Power Norman Craig & Kummel

. - GETS OUT

.try, -

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PAUL KIM & LEW GIFFORD, New FORD FILM ASSOCIATES, INC., New York

Chase Manhattan Bank Ted Bates & Co.

r

Community Coffee

J

:s f MUPPETS, INC., New York

'1 I!'U _

VIDEOTAPE CENTER, New York

revision Age, July 17, 1967

35

- irnfxovolVi6-.

"TELEVISION AGE, through its comprehensive coverage of the television business, keeps me informed of new developments in the commercial area."

DON TREVOR Vice President Director of Radio & Television Production Doyle Dane Bernbach Inc.

Born in Berlin of Russian parents, educated in Paris, Mr. Trevor graduated from the Sorbonne University. Dur- ing World War II he was active in the French Under- ground. Coining to the United States in 1947, Mr. Trevor worked as an editor -director for many different motion picture companies. He joined the Dumont TV Network in 1950 where he eventually became Director of Film Opera- tions.

In 1957 Mr. Trevor came to Doyle Dane Bernbach as a commercial producer. 1111958 his Chemstrand Stocking commercial won first prize at the Venice Film Festival. He became a vice president of the agency in 1961.

Television Age

Nyquil Pillow commercial pro1ee by Savage Friedman, and a son prize for the Rambler Red (-P, film shot by VPI; Campbell -E31í which scored for a silver medabit the Chevrolet Split Car film proreet by The TVA Group-Jacquesh moine; McCann-Erickson, a rs prize for a Coca Cola commeia made by Stallion Productions;Itt first prizes also went to Papert e nig Lois with a Xerox spot, Gar et with a Bissell spot, and McM;w John & Adams with a Dow Ssr wrap spot.

Nor were VPI, MPO and I E

alone among U.S. studios in 'Se

winner circle. The Derujinsky a dio shared in a first with Y&R !d

Johnson & Johnson, as did It, Productions with Sanforized d Y&R, DVI with Cadbury and Dii, Petersen with Goodyear and Ytk.

In the runners-up circle, Jey Ansel Productions figured in I

awards, one for a J. Walter Thot- son Scott Tissue film, the other ,r

a Y&R Bulova spot. Other scoot prizes went to Filmfair and Grey a Catalina commercial, Horn -Grit. and DBB for The Wayward Crr berry, and to N. Lee Lacy Asso ates and Leo Burnett for The Tr' berry Shuffle.

Lacy also won a gold med; along with Dancer-Fitzgerald-Sampt for Bosco On His Own. A silv medal went to The Lampert Agenit and EUE for an Olympic Airwarl spot.

Second prize winners from Eurof' and the Far East were Images t

Publicite, Paris, for a Martini Rossi film, Les Anroureux; Les Film Pierre Remont, for an orange pro motion, Le Peii1 Garcon (Y&I

Paris); and JWT Germany ant

Hanseatic-Kontakt-Film for a Kraf ketchup spot.

Also, Limas and MRM - Produc tions in London for a Unilever com

mercial for Comfort fabric softener; Films Caravelle in Paris and Havas Conseil for an electric food mill pro-

motion; and in Australia, Eric Porter Productions and Hansen Rubensohn- McCann-Erickson, Sydney, for a

Smoothex film. A film for Maruman Cardan gas

36 Television Age, July 17, 1967 i

1

9hter won a second -prize for Toei

oji Co. in Tokyo, which is credited

both agency and studio. Runner -

in the proprietaries field was a 30-

ond film made by PT -Film in

Iunich for Dentinox, and in the dog

od fie d, Famous Arthur, a 30-

cond film made by Streich Fletcher

trkins for Spillers, Ltd. and its

{ency Geers Gross.

Gold medals went to Rank Ad-

'irtising Films and S. H. Benson

r a Quaker Oats spot; to Larkins

udios and Young and Rubicam,

andon, for a Steradent film, and to

olf Ruhle Werbung in Hamburg

)d the Markenfilm studio in Wedel

r a film promoting Henkel DOR.

EEP TALKING!

ABC Films chalked up 14 more

Iles of Virginia Graham's Girl Talk,

WABI-TV Bangor,WXYz-TV Detroit,

TVW-TV Evansville, KFRE-TV Fresno, tBIR-TV Knoxville.. WABC-TV New

ork, WAVY -TV Norfolk, Witc-Tv

ittsburgh, WAGM-TV Presque Isle,

FMB -TV San Diego, KGO-TV San

rancisco, WHEN -TV Syracuse, WTOL-

V Toledo, and WECT-TV Wilmington. The company also tallied five more

iarkets for Hay ide: WKBD-TV De-

'oit, WSJV-TV Elkhart -South Bend,

/ANE-TV Fort Wayne, KTAL-TV

hreveport, and WTRF-TV Whee ing-

teubenville. Combat! went to WKBG-

V Boston, WGN-TV Chicago, WKBD-

v Detroit, and WLW-/ Indianapolis; he Carlton Fredericks Program, to

rKBG-TV Boston, WREN -TV Buffalo,

tKBD-TV Detroit and KTVU-TV San

rancisco.

:OLOR ME MERV

WBC Productions announced hat The Mery Griffin Shoo will go

.olor early next month, as the Group V subsidiary's other daytime -night -

fine strip; The Mike Douglas Show, lid back in March. Mery is currently >n in 94 markets; Mike, in 154.

Robert Stabler's Madison Pro- luctions is now at work on a num-

)er of new instalments for Death Valley Days, the long -running syndi-

;ated show distributed by U. S.

Borax. Some 26 color episodes are

¡n the batch. Meanwhile, 68 earlier episodes have been put together, with


SELLING COMMERCIALS

Dairy Queen Campbell-Mithun

111

é a.

_ B '

ELEKTRA FILM PRODUCTIONS, INC., New York

Lone Star Gas Company BBDO

' -s ate, I

FIDELITY FILM PRODUCTIONS, Dallas

Delta Airlines Burke

'-'-'s- a

11. I KEITZ & HERNDON,

Dowling Adams/BBDO

Al

Minute Rice Young & Rubicam

r .. -_ -.....

WCO, INC., New York

DEL' o

INC., Dallas

Eastman Kodak International

r

r

111'.

r1OVIERECORO, INC./ESTUDIOS

J. W.

lilt

T.

-

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New York

Morton's Crook Advertising

- j;'

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,

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MORO, JAMIESON FILM COMPANY, Dallas

fumble Oil & Refining

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PELICAN FILMS, INC.,

Co. McCann-Erickson

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New York

The Nestle Company Leo Burnett

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1 TIESTE

,51 a

i Y i TOTEM PRODUCTIONS, INC., NEW YORK

Television Age, July 17, 1967 37

I u

E

new wraparounds featuring Rory Calhoun, and titled Western Star Theater. Peter M. Robeck & Co., as per a deal made by McCann-Erick- son, advertising agency for U. S. Borax, is handling syndication of the package. Also continuing in circulation are two packages made up some time ago from 208 Death Valley Days instalments: Trails West, with intros and closings featuring Ray Milland, and Pioneers, with Will Rogers, Jr. as the host.

Gadabout Gaddis Productions, makers of The Flying Fisherman series for Liberty Mutual, are branch- ing out into feature film syndication with the acquisition of three films- Revolt in Canada, Son of El Cid. and, premiering theatrically next month (July), Week -End Italian. Style. The Gaddis company is also handling theatrical distribution of the feátures.

ONTO THE ROAD

Official Films picked up The New Face of Israel, acquiring world- wide tv rights to the 60 -minute color documentary. The film was produced by Charles Philip, with narration by Joseph Julian, commentary by Joseph R. Masefield. It provides a glimpse of contemporary Israel.

Official also acquired The Golden Tree, 90 minute golf special, in color. produced by Jack Douglas. The special features instruction by ten top pro's: Byron Nelson, George Bayer, Tommy Bolt, Julius Boros, Billy Casper, Gene Littler, Lloyd Mangrum, Bob Rosburg, Mike Souchak and Mickey Wright.

Available free to stations_ from British Information Services is The British Half Hour, ri package of 12 documentaries. Among them is the Oscar -winning Seawards the Great Ships, a film about shipbuilding along the River Clyde.

Also in the package are Journey into Spring, Between the Tides, which won a Venice festival prize; and Green to Glory, about the world of grand prix racing.

38

Hal Seeger Productions completed 100 episodes in the life of Bat fink, cartoon spoof of you -know - who currently in syndication through Screen Gems. Coining off the draw- ing boards, and going onto the animation stands in the Seeger shop, are two new cartoon shows, Wilbur the Wanted, and Mr. E.

COMMERCIALS MAKERS

LARRY ELIKANN joined Filmex. The director had been with VPI, division of Electrographic Corp., since 1963. Earlier he was a technical director at NBC-TV, working on Pltilco Play- house. and a number of spectaculars.

F

ELIKANN MONITORS HIS DIACBETR

Recently. he directed the taping of Peter Weiss' The Investigation for NBC-TV, and of Macbeth, with Earle Hyman and Lois Nettleton. for New York's etv, Channel 13, WNDT.

NICKLOS J. CANCILLA and STEPHEN ROTIIFELD were elected vice presidents at Audio Productions. Cancilla, who joined Audio in 1944., is animation supervisor at the studio. Rothfeld, who joined the studio six years ago, is in charge of administration of Audio's tv operations.

WILLY TOMAS joined L & L Eastern Effects as senior editorial layout supervisor. For the past two years he had been with Sel Levy Editorials, and before that was with Coastal Film Service.

EVEItETT ASCI1EIt was elected sec- retary -treasurer of Emil Archer Inc. He is head of Regent Recorded Music, West Coast branch of the Ascher company.

ON THE DOTTED LINE On the West Coast, Dudley Pro-

ductions started production on a series of 60 -minute documentaries called The Great Adventures. The

first two hours in the series aretn the Trail of Captain Cook, and AO ander the Great.

Among the others are The Vikit1,l The ounreys of Marco Polo, 'et Discoveries of Christopher Columh,1 The Polynesians and Magellan.

Meanwhile, Dudley is making more episodes in its Wide W.!. World series, syndicated in the tj. by Trans -Lux Tv and abroad Fremantle.

Official Films made a deal N

WSM-TV Nashville to syndicate 1 5

new Bobby Lord Show. There are 1

half hours of color video tape aya able. Last year, in monochrome, t

show ran in some 50 markets.

CBS Films sold the Face the N

tion interview with General Mon Dayan, Israeli defense minister, broadcasters in 13 countries: Ent land, the Netherlands, Argentina Australia, Switzerland, West Ge'

many, Singapore, the Philippin 1,

Denmark, France, Japan, Ne' Zealand and Peru.

RKO Pictures Company soli

its Abbott and Costello color cartoor¡ series to WGN-TV Chicago, and

through NBC International, to i

number of major markets in Latirl

America.

Wolper Tv Sales sold The Raj' Conifj Christmas Special in 30 rnar4 Lets: WNEW-TV New York, KTTV Lan

Angeles, WRVA-TV Richmond, WALK

TV Mobile, KOVR Sacramento, WTTV?

Indianapolis, WBNS-TV Columbus,,' KELP -TV El Paso, WAFB-TV Baton' Rouge,. WVUE New Orleans, WFLA-TV1

Tampa,' WFTV Orlando, KYRAI-T' f Monalians, KRI1 Amarillo, WJHG-TV 1

Panama City, KIIOU-TV Houston, WBAL-TV Baltimore, WNAC-TV Bost011,1

KRON-TV Sari Francisco, WGR-TV

Buffalo, WCKT Miami, WAST Albany, WTTG Washington, KUTV Salt Lake

City, KMMBC-TV Kansas City, KOLO-TV

Reno, KORK-TV Las Vegas, watt-Tv Atlanta, and KONO-TV Sari Antonio, as well as the Laclede Gas Company

1 in St. Louis.

Television Age, July 17, 1967 1,

'

te Trans -Lux Stock Quota- ict Program Service was leased

o lission Cable Tv, Inc. in San

I'o, and Carter Cable Tv Inc. in

7 sville, Texas, both catvs, and

no -Tv Windham (New Hamp-

-Irt) and W1BF-TV Philadelphia,

,ol ulr/s.

'ready leasing the Iv ticker tape

;eke are three other cats opera -

ill, Cleveland Area Tv, Universal

',devision in Winterhaven and

%lihattan Cable Tv.

014kS Corp. sold O/ Lands and Seas

oVTVW Evansville and IVFTV Or-

alo, for a tally of 12 stations

,vying the color adventure series.

flf others: WLW-I Indianapolis,

sty Albany, WGR-TV Buffalo, KOIN-

riPortland, KIJQ-TV Spokane, KPLR-

T!St. Louis, KSTP-TV Minneapolis-

tlPaul, WPT t- TV Ft. Wayne, WLBW-

rtMianii and WSJV-TV South Bend-

Íh

art.

?MING IN ON PEOPLE

BET COLLIER succeeded Leslie G.

kies as president of WBC Produc- tils and WBC Program Sales. Arries st"it to WREN -TV Buffalo as vice presi- dt,t and general manager.

:oilier had been vice president of

VIC Productions. He was program dictor at KYW-TV Cleveland in 1962

%Vm The Mike Douglas Show was

silted there. He was also executive piducer of The Steve Allen Show, ail had a hand in the development ()The Mery Griffin Show.

:ollier joined Westinghouse Broad -

r; ting in 1952 as a director at

ttz-TV Boston. In 1958 he became

eicutive producer in Group W s

nlional program department in New

'ík, and went to Cleveland as pro-

'im director of KYW-TV in 1961.

rout MILLER joined the New York

mkees, Inc., division of CBS, as

V.e president in charge of broadcast "'es. He had been vice president and Jneral manager of WBKB-TV Chicago cite 1963, and for two years before

tat was vice president of ABC-TV

`les.

Miller started out in broadcasting th ABC in Chicago in 1950, s%ork-


SELLING COMMERCIALS

Oscar Meyer J. Walter Thompson

1 -

1 i 41

" s

LIBRA PRODUCTIONS, INC., New York

Revlon "Love -Pat"

' .,

ri -

TV GRAPHICS, INC., New

Grey

.I

York

r

J

Osco Drugs Earle Ludgin

t .s,

WGN CONTINENTAL PRODUCTIONS, Chicago

Joseph Schlitz Brewing Co. Leo Burnett

FILMFAIR, HOLLYWOOD

Ozark Airlines D'Arcy

a

a.

FRED A. NILES-Chicago, Hollywood, New York

7 -Up 1. Walter Thompson

N

FILMEX, INC., New York

Pepsi -Coal J. Walter Thompson

f.._

bf

ii OW SKUBLE & ASSOCIATES, New York

Snackadoos Gardner

'

Adv.

ice ii

's

s

SHAQADItir

I will happen

- . frSOON!'

PACIFIC COMMERCIALS, Hollywood

devision Age, July 17, 1967

39

ing in research and sales. He went to CBS in '51 as an account executive in CBS Spot Sales, rejoined ABC a decade later.

Du Pont advertising executive ALDEN H. LIIINGSTONE was elected president of CINE, The Council on International Nontheatrical Events. REID H. RAY. film producer in St. Paul, was elected first vice president.

MARTIN SILBER joined American International Pictures as a publicist. He had been with the New York Daily News.

tG FLIGHT IUenT aatvtS 215 = P 117 1 00 P 13.1-

1.2:: 2 34 P ó23' P 701

61 2.fOP 604 ''06P 453 3 P 2: ' 15 P

s

Oa.

KERMIT KAHN joined the advertising and publicity staff of Embassy Pictures Tv. He had been with 20th Century Fox and Allied Artists Tv on special assignments, earlier was advertising and promotion director of WNTA-TV Newark, and a copywriter at Lennen & Newell.

MARTIN MICH %EL KIWE, head of Adalia Anstalt in Rome, was signed by ABC Films as its representative in Italy, Eastern Europe, North Africa and the Middle East. For the past decade Kiwe has been distribut-

INFORMAT ION p(Mati GArI . aUUaI\S

L41 .r i .,, ! 30 P 5`1 I

r E ON T 53 r.c+r Ort, I T 3.1OP 55 0 L1 r1-_ P IrL1f1 1,15 P 58 EakeRt,I 54 Iq_I NY-SL 11IC111.5

SLL nGLIIT 4,15 P 58 LIaT COI I E:T u 50 1515

ri

INSURANCE !

"I DON'T MIND PAYING A LITTLE LESS" AIRWAYS PROVIDES OVER 200 WAYS TO DO IT for this man who expects top service\and convenience in ,rentinga car. He knows that over 200 AIRWAYS offices in the U.S. and Canada offer lower rates including gas,oil and insurance. He knows AIRWAYS saves him money by not maintaining airport facilities and saves him time because one call and AIRWAYS will probably arrive before his luggage. He knows AIRWAYS will provide a 1967 Chevrolet, Pontiac, Buick Riviera, Camaro or other new car. He knows it-AIRWAYS knows it-now YOU know it.

All major credit cards accepted. Write for free International Directoryto: /A/RWAYS/

Dept. TA -7 ' j AIRWAYS RENT -A -CAR SYSTEM / Chevrolet Impala Pershing Drive R E NT -A-/ A R Player Del Rey, California 90291 - 4

ing Italian films in the Middle Er. Earlier, he was with a Viennese fit

distributor, and before that, w,

Reuter's. JAMES A. THOMSON JR. join

Seven Arts Tv as southern divisi sales manager, headquartering Atlanta, where for the past four yes he had been 1VIGM-TV's southe syndicated sales manager. Before th he was in Charlotte as southern sal representative for Screen Gen Thomson started out in broadcastii with stations in Montgomery at

Raleigh. Joining Medallion Pictures Col-

as sales representatives were B. CRet

SHAW BONNER as Southern divisio manager, TED WROBEL as Easter i

division manager, and, as Wester representative, JERRY WEISFELDT

Tv Cinema Sales. DAVID MUNDY joined Audience

Studies, Inc., in the Chicago officd

He had been director of c ient sery

ices for Dwight Spencer and All

sociates in Chicago for the past threj

years, and before that was with Na

tional Family Opinion, Inc. for 11

years, rising there to the post of di

rector of special projects. Earlier Mundy was in data processing witl

a medical clinic, a grocery chain. and a manufacturing company.

CHARLES MOUNTAIN was electeZ

president of the New York chapter of the National Academy of Tv Arts

and Sciences, succeeding Sonny Fox.el

Mountain, a tv announcer and coml mercials spokesman, is currently pro-

gram announcer for 1 Dream of

Jeannie and Get Smart! on NBC-TV. MERTON FIUR, president of Merton

Fiur Associates, was elected president of the Publicity Club of New York.

HENRY FIUR of Merton Fiur As -

sociates was elected chairman of the

public relations and publicity com-

mittee of the New York chapter of 1

the National Academy of Tv Arts

and Sciences.

CANADIAN CAPERS Peripatetic directors of Rose -Mao

wood Productions kept hopping last

month, making the rounds of the

studios four production facilities, in

Toronto, London, New York and

Hollywood. Larry Doherty went from

40 Television Age, July 17, 1967 1¡

Kling a spot for Molson's Ale in

Tonto to work on two campaigns

¡,' London; Howard Magwood

loped to Quebec to shoot a spot

friLabatt's Ale, skipped to Toronto

tcfilm a Blue Bonnet margarine

mime cial, -and then sped off for a

anight in London shooting a earn -

for Quality Street Candy; and

NI Eisenberg was in Montreal cast -

in for a package of Crest Corn -

Wei als.

EIRLY SCHOENDOERFFER

n current syndication is the

Cines Festival laureate feature film,

1: 317th Section, which was made

b Pierre Schoendoerffer, whose

d:umentary, The Anderson Platoon,

Bred a ratings success July 4 on

CS -TV. The film is part of a pack -

a of 24 features. called Group /

ri ently being distributed by 011i- 1r

elFilms. Like The Anderson P/a-

tn, The 317th Section is set in

1 inarn. but at an earlier time, oleo the French were struggling oth the Viet Minh. Official Films sold The New Face :'Israel, 60 -minute co or document -

.t'. to five stations: WNEW-TV New

'Irk. KTTV Los Angeles, KMBC-TV

Insas City. KTVU Oakland, and

FT Tuscaloosa. ,The hour on the evolution of Israel

N produced by Charles Philip. with rnarration written by Joseph H.

:tsefield and spoken by Joseph

.l ian.

411CK CUTS

ILLI 115I SELF, executive vice presi- Int of 20th Century -Fox Tv, was

tmed general chairman of the

tghth annual International Broad -

(sting Awarils. CHUCK JONES signed a long-term

tntract with Metro -Go dwyn-Mayer I continue as head of MGM's ani-

IOtion and visual arts department. rrently, Jones is supervising ani- tated intros for ABC -TV's 0/J to

'e the Wizard. Meanwhile, NIG\I-TV reported

lat some dozen manufacturers had

ade deals to use Wizard (or Oz) paraders in merchandising a wide inge of products.

CRAIG TO LEDER

WILLIAM F. CRAIG resigned as senior

vice president in charge of tv at Benton & Bowles to team up with

ROBERT J. LEDER, president of The

Leder Company. in what now be-

comes the Leder-Craig Co.

Leder hung out his shingle in April after leaving RKO Pictures. He is

mounting Daphne in Cottage D with

Sandy Dennis on Broadway this fall.

Craig, before joining B&B, was with

the William Morris Agency, Procter

& Gamble, Grey Advertising, and

Young and Ruhicam.

HEY, RITA!

Making her bow in a tv series,

Rita Hayworth is playing in an epi-

sode of Run for Your Life.

Meanwhile, Universal is working

on the pilot for a 120 -minute series,

The Protectors, with a script by E.

Jack Neuman, who was signed to

write and create the two-hour series.

Subject of the skein is big -city gov-

ernment. With 12 half-hour series on net-

work this fall, Hanna -Barbera Pro-

ductions is planning to double its

production facility, from 40.000 to

80,000 square feet. The studio is

also working on three features and

a pilot. Two of the features, Arm of the

Starfish, and Mr. Mysterious, will lie

in live action; the third, Kelly Green,

will be a combination of live action

and animaton. The pilot is for a combination live -

action and animation series called

The New Adventures of Huckleberry

Finn, for NBC-TV in '68-69.

NO PILOT

Wolper Tv Sales has been assigned

the distribution of The Woody Wood-

bury Show by Wolper parent com-

pany, Metromedia. The taping of the

90 -minute, color, five -day -a -week

show starts next month in Hollywood.

Metropolitan Broadcasting Tv,

producing the show with Ralph Ed-

wards. plans 48 weeks of new pro-

gramming a year. with only four

weeks of repeats. Wolper has already

sold the show in 10 markets, sans

pilot. U


SELLING COMMERCIALS

Southern California Edison Grey

t-3

Adv.

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SANDLER FILM COMMERCIALS, INC., Hollywood

Stanley Tools 8600

i

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PCL PRODUCTIONS, INC., New York

U. S. Air Force MacManus. John

i . 'I t`

á.Í

& Adams

1

I

FILMFAIR, NEW YORK

Western Savings Bank Lewis & Gilman

1,

k ii :-.1..r.-.-

-

^;`rrj liu, ,

'7

STARS & STRIPES PRODS. FOREVER, INC., N.Y

ltleuísion Age, Jul) 17, /967 41

[

Wall Street Report

Zanuck's Achievement. At a time when most companies are busy an- nouncing merger negotiations 20th Century -Fox Film Corp. recently has been aggressive in its denials that there is any merger proposial pending by which the company would become part of a conglomerate, as happened to Paramount Pictures, or a new combine as in the case of Warner Bros. and Seven Arts.

Darryl Zanuck, the president of the film company and one of the major shareholders in the company, has steadfastly maintained that the company is not about to merge or be acquired. But the very developments, which Zanuck cites as indicating the company's strength are also the fac- tors which are spurring increased interest in the company by the se- curity analysts.

Earnings Going Up. It's now esti- mated by analysts that the company will earn approximately $5 per share for the year 1967. That will compare with profits equal to $4.28 per share last year. But the stock which had been selling in the mid -40s has climbed to the mid -50s reflecting the improved outlook for the company.

The fact that 20th Century -Fox is now gaining the support of some of the more astute financial observers is welcome news to the shareholders and the management which has been struggling for almost six years to overcome the troubles which beset it in 1961-the year of Cleopatra and Liz Taylor.

pany's chief executive. He brought in with him, in a major capacity, Sey- mour Poe and it was generally believed that when the company was back on its feet Zanuck would turn the corporate helm over to Poe. In the first year of Zanuck's reign the company suffered a loss equal to $13.60 per share.

The years between 1963 and 1965 the company was able to remain on the black side of the ledger because it could take advantage of large tax credits run up in the preceding years. But last year for the first time, the company's earnings were subject to the full weight of the Federal taxes. Thus the earnings the company is now reporting are of much better quality than those reported in the preceding years.

Some Radical Changes. To bring about this change in fortunes 20th Century -Fox underwent some pretty radical changes. Production was brought to a halt for a period to cut costs and to allow the new studio management -headed by Jack Zan- uck, Darryl's son-to decide on the best moves to make.

One problem, of course, was the fact that so much capital was tied up in Cleopatra that it limited the number of films the company had to dis- tribute, a weakness that puts a heavy burden on the film exchanges around the world and runs up the distribution costs. Production was resumed ;n April 1963.

However, it is important to note

Five-year Summary of 20th Century -Fox' Film Corp. 1962 1963 1964 1965 1966

Revenue (millions) $94 $102.9 $114.9 $162.6 $227.3 Earnings per share Loss $3.12 $3.61 $4.02 $4.28 Dividend None None 450 700 $1.05

Zanuck Takes Over. In the tumult that followed the enormous amount of capital which was involved in the production of the movie, Zanuck re- placed Spyros Skouras as the corn -

that even as the company was going through its worst period, the steps already had been taken under Skouras to give the company a lineup of films

which was to set records. Included in

,' ' 9 J

j ,. ! ,

a eci `{, t

`=-om ,á r:1 _... rs ,t a

L

this package was The Sound of Musid the Rogers & Hammerstein musical This picture, whose film rentals tt date total more than $78 million, ha' dislodged Gone With The Wind a:

the all-time box office champion.

Other Big Winners. While The.,

Sound of Music racked up sensational boat -office receipts it should be kept in

mind that the company has been very

successful in turning out big budget[, films which are exhibited on a road -

show basis at much higher prices.11

They included Cleopatra, The Long -i

est flay, The Blue Max, Agony midi Ecstasy, The Sand Pebbles and The

Bible. The last two films have done ex-

ceptionally well. The importance of

theatrical success to these films in the

theatrical showing is illustrated by

the company's follow-up when releas- ing these films to television.

Recently 20th Century made a deal with the American Broadcasting Co.

licensing 17 feature films. Each film'

is to be shown twice on the ABC

network for fees totaling $19.5 mil-

lion of which $12.2 million will be

paid for four "special" films which were original road show films.

Cleo Finally Makes It. The first of

these films will be shown in 1967.


1


I

JULY 17, 1967

TELEVISION AGE SPOTS REPORT

1 hough new product introductions

fretluently invoke six months to

year of test marketing, the Dream

can Corp. of America is planning tional distribution of a new prod -

It which has been in \Tizona test

IIarkets only three weeks. With spot

as the main medium, the company

cpects to reach nearly half the coun-

ly by early fall, «ith buys in New

fork and Chicago not far behind. "We know we have a winner,"

plained John Dowd, Sr., president

yJohn Dowd Co., Inc., Boston

"gency for Dream Clean Corp.

People like it and seem to be com-

eg hack for more. The c lent is

eady to move with great rapidity." The product, called Dream Clean

lnd claimed to be the first of its

,ind on the consumer market. is a

tackage of tissues with a patented mpregnated compound household leaner. Dampened with only a few

hops of water, it is supposed to do

Ilse job of "costly sprays, detergents, nd soaps." it is certain to capture 'In edge on rising consumer interest In new spray cleaners, Dowd feels.

"Stores are reordering so rapidly," Dowd said, "there's a possibility we

:nay go into Kansas, Nebraska, and

;Oklahoma even sooner than we

planned. We're moving just as fast

as we can get product distribution." Starting in Arizona, where invest-

ment in only two markets, Phoenix

a review of current activity in national spot tv

and Tucson, could bring "virtually

total coverage of the entire state,"

Dowd explained, "the company will

enter California, New Mexico, the

Gulf states, Kansas, Nebraska, and

Oklahoma sometime around Labor

I )ay." They are now spending several

thousand dollars a week on spot,

Dowd reported, and the company

is even talking of building plants

in New York and Atlanta to hand e

distribution on the east coast.

Dowd said the agency had met

little trouble so far obtaining desired

spots. He admitted "we may not he

able to duplicate Phoenix in every

market, hut we'll come pretty close."

In Phoenix they are getting prime

spots in early morning, mid -after-

noon, and early and late fringe ad -

Media buyer Lee Ansell works on

the /liars account at Ogilvy & Mather,

Inc., New York.

jacencies, covering every chance to

reach consumers. \lthough it may look like both

client and agency are rushing im-

petuously' forward, they do have

some measure of the success they ex-

pect to find. "We have some amount

of sales success behind us," Dowd

noted. "Dream Clean has been clean-

ing auto windshields in Shell service

stations for the past year and a half.

Now Shell is selling the product

through its 22,500 stations with con-

siderable success." Reaching both men and women

then, in what may be considered a

dual consumer market, the company

thus has two roads to possible suc-

cess. Concrete measure of that suc-

cess may not come for another year

or two. Meanwhile, the emphasis on

rapid volume spot buying is bound

to be good dollar news for local sta-

tions and their reps.

Among current and upcoming spot

campaigns from agencies and adver-

tisers across the country are the

fo lowing:

Alliance Manufacturing Co., Inc.

(Nelson Stern Advertising, Inc.,

Cleveland) A 13week drive for TENN \ ROTOR

breaks September 10 in 21 midwestern markets. Men are the main target of the

prime 20's and fringe minutes. Buying

is Helen Lott.

,Teleuisioo Age, July 17, 1967

43

9iifiti1.-." .

i

USED ..

CARS

1§".. o.- -

COUNT ON KOVR

FOR ACTION SACRAMENTO

STOCKTON

CALIFORNIA

Pull away from competition in this $4.64 billion Stockton -Sacra- mento market. Drive up your Western sales by advertising your product or service on KOVR. Vitality in local programing and high -rated ABC shows provide your message with a perfect platform in one of America's fastest grov, ing markets.

Data Source: Sales Management's 1966 Copyrighted Survey - Effective Buying Income

o KOVR (x!

McCLATCHY BROADCASTING BASIC ABC AFFILIATE REPRESENTED

NATIONALLY BY KATZ TELEVISION

Spot (Continued from page 43)

Aunt Nellie's Foods, Inc., div. Beatrice Foods Co.

(Burton G. Feldman, Inc., Chicago) A 26 -week introductory drive for BREAKF 1ST ORANGE and BREAKFAST GRAPEFRUIT drinks break- at issue date in a 53 -station, 15 -state area in the midwest. A saturation schedule of fringe and day minutes is being used.

Bristol-Myers Co. (Grey Advertising, Inc., N.Y.) This company is testing new media plans with an eye toward expanded distribution fur BIIFFERIN. The five -market test is using early and late fringe minutes through October 2. Ulf Rosen is the contact.

Bristol-Myers Co. (Young & Rubicam, Inc., N.Y.) A 26 -Meek schedule for VOTE menthol -flavored toothpaste breaks at issue date. The introductory campaign for this product, begun last January, will continue in these six test markets: Madison, Omaha, Syracu-e. Little Rock, l'eoria, and Spokane. Early and late fringe minutes and some piggybacks are Lein used. Buying is Dolores 'furl.

Carnation Co. (Jack Tinker & Partners, N.Y.) Introductory advertising for SLENDER, a new diet product, has been expanded to 36 major market-. Fringe minutes to reach women are being used through the summer. Buying are Ken Brandt and Mark Lowenthal.

Cities Service Oil Co. (Grey Advertising, Inc., N.Y.) Commercials for GASOLI\E and OIL break August 1 in 20 eastern and central markets. The 20 -week chive will use fringe minutes and prime 20's. Nel Seymour is the contact.

Corn Products Co. (Dancer -Fitzgerald -Sample, Inc.,

A'.Y.) Commercials for HELLMAN'S NIA YONN \ISE break at issue date. The 30 -market drive will use fringe minutes; piggybacks, and prime 20's through mid -September. Buying is Tony Fasolino.

DeLuxe Topper Corp. (Dancer -Fitzgerald -Sample, Inc.,

A.Y.) Activity breaks September 4 on a 14 -week buy for various children's toy products. Day and weekend piggybacks will he used primarily, supplemented by some minutes, in about 50 major markets. Ed Gallen is the buyer.

Dream Clean Corp. of America (John C. Dowd, Inc., Boston) An introductory drive for DRE NI CLEAN cleaner is currently in Phoenix, Tucson and San Francisco. Expansion to Santa Fe, Houston. Dallas New Orleans; and Miami is expected after

Labor Day, with additional buys in the New York Cíty and Chicago areas planned for later in the fall. Fringe and day minutes are being used.

Eastman Kodak Co. (Needham, Harper & Steers, Inc.,

N.Y.) A two-week flight for KODEL SPRING M ID SHEETS breaks July 31. The 35 -market push will use fringe minutes exclusively. Nancy Clifford buys.

Flexnit Co., Inc. (W. 1. Spencer Co., Inc., N.Y.) Fall activity on COMPENSATE and 3.\CKAID girdles will run from early

September through December in 67 southwest and midwest mark: Is, including Charlotte, Detroit, Dallas, Cleveland, and Pittsburgh. Fring? and day minutes will be used. Buying is Clinton Bird.

The Folger Coffee Co. (Cunningham & Walsh, Inc., N.Y.) A full year buy for FOLGER'S INSTANT and VACUt111-P\CKEI) coffee starts with third quarter buying in Liter 100 west and miduest markets (also Florida). Minutes and some ID's will he used. Boris Jlund buys.

General Foods Corp. (Young & Rubicam, Inc.. N.Y.) This company is introducing CREAM & PIE MIX in piggyback commercials with J1.1.1,-0 to run through October 2. The fringe and day spots will be in these nine test markets: Columbia, Jefferson City, Binghamton, Quincy. Utica. Cape Girardeau, St. Louis, Syracuse, and Watertown.

Martz Mountain Products Corp. (Gurnbinner-Nortlt Co., Inc., N.Y.) Commercials fur Hartz pet products break at issue date in 35 top markets. Fringe and day minutes and piggybacks are being used in an initial five -week buy. Gale Gilchrest is the contact.

S. C. Johnson & Son, Inc. (Foote, Cone & Belding, Inc.,

Chicago) August 1 is start time on an 11 -week push for various S. C. Johnson products. Fringe and day piggybacks and some minutes will be used in 35 markets. Buying is Mary Begtzos.

Lever Bros. Co. (BBDO, Inc., N.Y.) 1 35 -market buy for WISK breaks at issue date. Early and late fringe minutes will be a-ed through September 2. Buying are Lucille Widener and Sue Baron.

Libby, McNeill & Libby (J. Walter Thompson Co., Chicago) Commercials for IENNA S \USAGES break at issue date. The 40 -market drive will use fringe and day piggybacks, minutes, and independent 30's for six weeks. Marian Manzer is the buyer.


s.

4,4


1

Key top management figures o/ newly formed Adam 1 oung-VTM, Inc.,

are, I. to r., Adam. Young, board clrai man ; James V. llcCounell, execu-

tive vice president, Tv Division: James F. O'Grady, president, chief

executive officer, and Lloyd George Venard, vice chairman, Tv Division.

Adorn Yorrng-VTM Merger Meshes Smoothly

The recent merger of Adam

Young, Inc.. and the Tv Division

of Venard; Torbet & McConnell, Inc., creates a combined list of

between 35 and -10 represented tv

stations. Few market conflicts resulted

from the amalgamation, which

look the name. effective July 1, of \dan 1 oung-VT\I, Inc. Both rea

firms represented about 23 sta-

tions and the handful of overlap" -

ping markets is being resolved.

Not involved in the merger are

the radio stations of the former

Venard. Torbet & McConnell oper-

ation. These will be represented

by a new company, Alan Torbet

Associates; Inc.

President and chief executive

officer of the new entity is James

F. O'Grady Jr., who was executive

vice president of the Adam Young

companies. Adam Young is chair-

man of the hoard. Key figures in the Tv Division

of AY-VTNI who carne from VTM

are Lloyd George Venard, for-

merly president, now ' ice chair-

man; James V. McConnell, erst-

while vice president, now execu-

tive vice president, and Steve Rin-

toul, who retains his title of vice

president and eastern sales man-

ager.

Art Scott, who was vice presi-

dent and sales manager of the old

Tv Division of \dam Young, is

vice president and general sales

manager of the new company.

The New 1 ork and Chicago

sales staffs of the former VTM Tv

Division will operate from Adam

1 oung's New 1 ork headquarters.

In Chicago, John Stella remains

vice president and 1\lidwest sales

manager while Iloward B. 1\Iyers,

ex-VTNI man, becomes assistant

Midwest sales manager.

James Smith, who was general

sales manager of the Adam Young

Radio Division, becomes vice pres-

ident and general sa es manager

of the Radio Division of \l -VTNI.

young founded the company

which bears his name 22 years

ago. Ile was an NBC page at 17,

moved into the network's research

and promotion department and

later produced radio shows for an

ad agency.

O'Grady, only 39, joined Adam

1 oung as a salesman in 1955. His

broadcasting career began in 1941

at \BC. Ile also worked for Du

illont. Venard entered the broadcast

field in 1934, later was promotion

and merchandising manager of

WGAR Cleveland. He was with

Edward Petry & Co. for 10 years

and left there to assume manage-

ment of the O. L. Taylor Co., a

predecessor of Venard, Inc., and

later, VTVI. McConnell joined NBC as a

salesman ín 1931, e'entually be-

coming director of NBC's spot

sales division. He helped put on

the air all of the NBC -owned tv

stations. In 1952, he joiner) Blair

Tv as a vice president.

*

r- .--,,,*:«4'99'.

GO FIRST CLASS WITH

KMJ TV FRESNO o CALIFORNIA

Mow down your competition the

easy way. Advertise on KMJ-TV,

the number one station operating

in the nation's Number One agri-

cultural income county. Reach

your share of the 816,600 mem-

ber market by going first class

on KMJ-TV. Data Source: Sales Management,

Survey of Buying Power, June 1966

oKMI TV @,o

McCLATCHY BROADCASTING BASIC NBC AFFILIATE REPRESENTED

NATIONALLY BY KATZ TELEVISION


45

r°..,.,a-,t:;'dA.d.ri:., .

G

lr .

,b p

rl

There isn't even a place for a child to hide Pollution. It gets to everyone on earth. Even in the womb.

You can't get away from it by running to the suburbs. (They get only 15% less gook than center city.) You can't get away from it by running to Majorca. (Barcelona's south winds carry more than balmy breezes.) You can't get 'away from it by running your air conditioner. (Air conditioners filter out almost everything but the most noxious air pollutants.) You can't even get away from it by running to the beach. (Much of our swimming water is polluted, too.) What can be done about it?

People can get concerned. If enough people get concerned enough, we'll get the action we need to stop pouring poison into our own

atmosphere and our own waters. That's where responsible television comes into the

picture. Four of Corinthian's five stations have had their own special shows on the subject. And all five have run editorials to make sure that 12,000,000 people know what's going on. Before it's too late.

Otherwise, don't hold your breath. Corinthian wants people to take a good look at the issues.

KXTv, Sacramento KOTV, Tulsa WISH -TV, Indianapolis KHOUTV, Houston WANE TV, fort Wayne

Responsibility in Broodtosting. Represented by 1-14/Corinthian

il'of ile

'explaining her return to timebuy-

íng after a five-year stint in

1.1 areas of advertising, Judy 1 urston observed that, "I think

1. always preferred medía. Being

i rested in all aspects of the field,

Panted to learn about everything.

li been very valuable from a inedia 3I1dpoint to understand commer- e, production and to know what

s on at the rep and at the client." I graduate of ICU with a

helor of arts degree in English ljrature, and about to embark on a

tiwer in advertising, \liss Maurston II

torn between an interest in

oywriting and media. \\ orking for

tl West Coast firm of Lansdale S

C, she had the opportunity to do

a the of both. 'he got the client side of the

4y working for the Beecltnut-

Lesavers Co. in New York, %% here dirt a good deal of copywriting

ál direct mail work. After 21/2

yltrs, she joined ABC's sales ser- v!e department in the international I ision to work on time sales. Bringing all the knowledge from

If self-imposed agency exile with

i'I. she then returned to advertising rk at Young, SMith & Dorian. w fork. When that agency folded

I) months ago. she came to Victor t+/tichards. where she now does the tying and plannirn, on the Famous :hoots account. The challenge of

lying and the particular require- llnts of this account have convinced

JUDY MAURSTON

r

her that media is her true field.

"Media really is the avenue where-

by you are going to make your

sale." she said. "It's the vehicle for

reaching the right audience. That

challenge is one of the reasons I

returned. It's also one of the reasons

I particularly like this account. We

have to work more from a qualita-

tive standpoint than from a mass

audience approach. The strong em-

phasis on demographics makes it a

slightly, more creative challenge."

Famous Schools buys in l5 -minute

time segments, generally. Commer-

cials close with the suggestion that

viewers write in to take the qualify-

ing talent test. "This makes it an in-

teresting type of buy," Miss Maurs-

ton explained. "Except in a test situa-

lion, on a conventional buy you

ordinarily get no immediate results.

"On this account, however- we get

direct feedback. Viewer response to

the commercials in terms of requests

to take the talent test are sent to us

daily from the client. Immediately, we are working with leads. We find

out right away what stations, time

periods, adjacencies work best for

us." She pointed out other ways her

job is different from conventional

spot buying. "We buy essentially on

an OTO basis. We may pick up a

15 -minute program and not buy

again until we get a measure of the

commercial's effectiveness in that

spot." "Also. in conventional buying, you

are ordinarily working within the

confines of fairly strict budgets for

each market. In this case, however,

budgets, cpm's. grp's, are not so

significant. Spots with a dandy cpm

may provide no leads at all. Demo-

graphics play a very important part."

What type of audience does she

look for? "Fairly creative people

who have a desire to improve them-

selves and are willing to commit

themselves to a correspondence

course. Also, since the cost of the

course is fairly high, they have to

be above average in income." She

looks for her audience on late -night

movies, news shows, and weekend

sports programs. The buyer, who lives in New

York, emphasizes the creative chal-

lenge of this kind of buying and the

planning that goes with it. At home,

she pursues her creative bent writing

short stories.

pot (Continued from page 44)

.ad ison Laboratories .nest, Weir & Bartel, Inc., N.Y.)

ptember 11 is start time on a buy for NACA. Fringe and day minutes and

tile prime lD's will be used in 25 J markets for eight to nine weeks.

.fin Tobin is the buyer.

;airs, Inc. kerl Bales & Co., Inc., N.Y.) five -week buy for various Mars ndy products begins July 30. Day and rice piggybacks will be used in 11

:stern markets. Rick Pike buys.

ational Biscuit Co. Est), Co., Inc., N.Y.)

' five -week renewal buy for PUPPETS 'eaks at issnr date in 35 major markets. tinge and day minutes to reach kids 'e being used. Buying is Ed Moir.

National Biscuit Co.

(Kenyon & Eckhardt, Inc., N.Y.)

A 50 -market nosh for MILK BONE.

TEAMFLAKES, and FLAVOR SNACKS

breaks July 31. The six -week buy will

use early and late fringe minutes and

piggybacks. After a short hiatus. another

threw-tteek (light begins September 11.

Buying are Gene Petrik and John Jacobs.

Procter & Gamble Co.

(Benton & Bowles, Inc., N.Y.)

Commercials for CREST TOOTHPASTE are currently in 30 major market,. Late fringe minutes and prime 20's will

run through the summer, with a renewal

buy tentatively planned for the (all.

John Fri-oli buys. Summer schedules for

SPIC 'N SPAN will use minute, and

piggybacks in 34 markets. Buying

is Bob Kohansky.


(Compton Advertising, inc., N.Y.)

A third quarter buy for COMET CLEANSER is currently in 25 major

market. Daytime minutes will run

probably through early September. Bill Madden buys.


(Grey Advertising, Inc., N.Y.)

Third quarter activity for DOWNY

FABRIC SOFTENER will be in 35 major

markets through September. Late fringe

minutes are being used. Buying is

Barry Nolan.


(Papers,, Koenig, Lois, Inc., N.Y.)

August 7 is start time on a buy for

DASH. Late fringe minutes anal some

piggybacks will he used through the

elevisimr lge, July 17, 1967

47

.a.ár-tursouiluecroittik

um in az majos markets. Buying is Linda Dworetz.

Procter & Gamble Co. (Young & Rubicam, Inc., N.Y.) An 87 -market buy for CHEER is using early and late fringe minutes and some piggybacks in a hill year buy beginning this third auarter. Frank Truglio is the contact.

Quaker Oats Co. (Paper!, Koenig, Lois, Inc., N.Y.) Commercials for QUISP and QUAKE cereals will lie in 63 markets through September 30. Day and early fringe minutes are being used. Dick Borzumato is the contact.

48

Ralston Purina Co. (Smock, Debnam & Waddell, Inc., L.A.) 1 20 -market buy for PURINA TUN FOR CATS breaks July 31. The three-week flight will use fringe minutes and prime 20's. Ruth Boyington is the contact.

Shell Oil Co. (Ogilvy & Mather, Inc., N.Y.) Commercials for SHELL GASOLINE break at issue date in 25 major markets. The summer schedule is part of a full year buy using early and late fringe minutes and some five-minute late news spots. Buying is Mike Fulton!.

"Ever buy a mini -megalopolis? WOC-TV delivers the Q -C market"

says Pat Sundine, WOC-TV personality The Quad -Cities* is similar to the boroughs of New York. It is a combination of four large cities and six small ones and is home base for this trading area of over 11/2 million people.

With no dominant nationality, ethnic or religious group, the Quad - Cities U.S.A. is demographically characteristic of the entire country. Marketers can plan a test or total market campaign for an area serving all segments of -a stable economy. More than half of the counties in the WOC-TV coverage area rank among the nation's top 400 in producing farm income. That's a big plus factor. To get the coverage, and to blanket the Q -C area, buy WOC-TV, Channel 6, where the best in viewing captures the attention of this mini -megalopolis. according to Business Wee,. Feb. 25. be Quad.C.t.es is a mini.mepalopoes

WOCTV ... where the NEWS is WOCTV ... where the COLOR is WOCTV ... where the PERSONALITIES are

w oC

2B 6

Serving the Quad -Cities market from Davenport, Iowa

DaeenportBeltendOA, Iowa Rote Island MolineEasl Moline, Illinois Exclusive National Representative - Peters, Griffin, Woodward, Inc.

Texize Chemicals, Inc. (Henderson Advertising, Inc., Atlanta)

, 12 -market buy for F 1NTASTIK Sim CLEANER breaks July 31. The four-'ek flight will use fringe and day minute to reach women. Betty McCowan btu

Wilkinson Sword Inc. (Ted Bates & Co., Inc., A.)) A six -week push for WILKINSON SWORD BLADES breaks at issue dl in 13 markets. The markets are beinj used in a test to reassess advertising distribution. Late fringe minutes on m 1.

and Heins shows are being used primari Juan Larkin is the contact.

Media Personals 'VAttltI:'e It. SMITH was name'

I.roadea,t -upnrvi,nr-media in De trOit, and TIIO.IAS W. DOWNER, Jlt was appointed to the same positiol

SMITH

ID Los Angeles, for Campbell -Ewald Co. Smith was formerly assistant supervisor -broadcast media, and Downer was account executive- radio/t v.

DOROTHY CALIENDA was named senior media buyer at Firestone &

Associates, Inc., New York. She has

been a buyer at the agency since the opening of its New 1 ork offices a year ago.

r t

E. Pact.: Philips was named station' manager o/ ktrON-TV San Francisco. III was formerly operations manager.

Television Age, July 17, 1967 ,I

1

b

1

Award Winner! The Women's Advertising Club of Baltimore has won top national awards

for two successive years: the Achievement Award for Education in Advertis-

ing (Group I) by the American Advertising Federation in 1967 and the

Advertising Federation of America in 1966.

pew - -1

SUCCESS STORY - BALTIMORE STYLE!

The President of the Women's Advertising Club of

Baltimore during these award -winning years is Janet

Covington, a WMAR-TV staff producer. Janet is one of the

nation's few women in this position. She produces and

directs "The Woman's Angle," "Faith to Faith" and

other prize-winning documentaries. WMAR-TV

congratulates the Women's Advertising Club of Baltimore

for its outstanding work under her imaginative leadership.

WMAR-TV salutes all segments of the communications

industry for their participation in educational programs

designed to stimulate the interest of young people

in our expanding field.

In Maryland

Most People Watch COLOR -FULL

WMAR- TV CHANNEL 2, SUNPAPERS TELEVISION

TELEVISION PARK, BALTIMORE, MD. 21212

Represented Nationally by THE KATZ AGENCY. INC.

..

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-

TII15 1T 1TIIW AI111P111J/ TO

llialqnl! 4ilI\rt1s111,1 Club uF Fdtlmmt

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Tleoision Age, July 17, 1967 49

I..rJi$glip-f-lr

Agency Appointments ALLAN D. GARDNER and JOHN J.

CILLIN III, account supervisors, were named vice presidents at Papers, Koenig, Lois, Inc., New York.

HOWARD BERTKA U, account executive at J. \I. Mathes, Inc., New 1 ork, was appointed vice president.

IIOIIACE E. CURTIS, vice president and management supervisor for D'Arcy \dvertising Co.. New York, was named management supervisor of the General Tire & Rubber Co. account and manager of I)'Arcys Cleveland office.

ROBERT L. JAMES, DAVID MARCULIS, and KENNETH ROMAN, JR., accOunl. supervisors, were elected vice presidents at Ogilvy & Mather, Inc., New York. rcrElt J. BURNS, formerly senior vice president and management supervisor at Compton .\dvertising, joined O&M as vice president and deputy management supervisor on the Sears Roebuck account.

DAVID A. CLARK, LAMONT B. GREENE, IIttGH N. JONES, and CHARLES J. WINDIIORST, all account supervisors at .I. Walter Thompson Co., New York, were named vice presidents.

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YOU MAY NEVER SEE A ROSE TREE 40"THICK*I BUT... Sales Can Be Rosy in the 39th Market with WKZO-TV!

A rose without a thorn-that's the Grand Rapids -Kalamazoo and Greater Western Michigan market served by WKZO-TV.

Already the nation's 39tht television market, this area is still growing, still unfolding. In Kalamazoo

WKZO-TV MARKET COVERAGE AREA ARB '65

%/e.irly> A/iair0 RADIO

M ID LALAIAAlOUBAttlt CAM. WO LAAND MAPIDS IlAI GLAND RADIOS KALAMAZOO NMIV IM CADILLAC

TLLLYISION

min Tv GYANo 'ANDS KALAMAZOO YIMIY/MCAOIIIAC.INAVCNSt CIY

'MOP -0Y ºuLt Stt .'I[ ODL11SY/IINCOIN. N[B9eSL

ZJAUNTY GRAND ISLAND, NCM,

alone, for instance, four ness plants have recently created 7,200 new industrial and service jobs. They brought over 18,000 new people to town and added another $25,000,000 to retail sales. That's just Kalama- zoo; the same sort of growth is taking place all over the market!

If you like the heady fragrance of climbing sales-now and later on- sow your selling seed via WKZO- TV. Your green -thumbed Avery- Knodel man can give you complete particulars on our rich soil and year - 'round "growing" season.

And if you want all the rest of upstate Michigan worth having, add IVIYITV/IFIVUP-TV, Cadillac - Sault Ste. Marie, to your IPKZO- TV schedule.

*There's one at Tombstone, Arizona. tARB's 1965 Television Market Anabsis.

1(70 -TV 100,000 WATTS CHANNEL 3 1000' TOIVR

ShAd'D. In Both Kalomaaaa and Grand Raplda Far Grimier W,t.rn Michigan

AY.ryKnod,l, Inc Oa,Io I,. National lap, .L.n/Allam

L. DICKSON GRIFFITH joined Del, hanty, Kurnit & Geller, Inc., Ne York, as senior vice president an

t

i

member of the management board.li I -le was previously management u

supervisor at Kenyon & Eckhardt.

BRUCE II. POUTER, formerly account executive, was named vice president and account supervisor at Post. Keyes -Gardner, Inc., Chicago.

GEORGE ABRAHAM and DAVID CLOSE, account supervisors at Doyle llane I

Bernbach, Inc.. New York, were R

named vice presidents.

JAMES It. oaRIG joined Doremus & Co. as account executive. He was formerly with Noting & Rubicam.

Who gets results

in

Des Moines?

I -r---: =

-- = =


-

ADVERTISING DIRECTORY OF Tv Availabilities 7GEND: M men, W women, T teenagers, C children, F families,

Jdults, m movies, d discussion, s sports, h homemaker, v variety,

ems, C cartoons, q quiz.

Wray, Ga.

dv Town and Country. 1-1:30 PM M -F. Area -interest

Irsts, variety ent. Venard, Torbet, McConnell. WALB-TV

briny, N.Y.

In Wed. Night Movie. 9-11 PM Wed. Outstanding adven-

le films to grab summer audiences. PGW. WAST-TV

1narillo, Tex.

m The Bíg Flicker. 10:30 PM-conc. nightly. Spots

tried. 5 min. newscast at 10:55. Blair KFDA-TV

n Tuesday Night Movie I. 6:30 PM Tues. Color features

meted for family appeal. Avery-Knodel. KGNC-TV

úuttu, Ga.

I dv Don Barber Show. 9-9:30 AM M -F. Atlanta person-

lty for 20 yrs. conducts breezy show. Storer. WAGA-TV

Is Live Atlanta Wrestling. 6:30-7:30 PM Sat. Ed Capral

flounces, interviews. Popular wrestlers. Blair. WAIT -TV

ltngor, Ale.

1 The Rifleman. 7-7:30 PM M -W -F. Chuck Connor stars

thrilling Western adventures. Hollingbery. WABI-TV

Írmingharn, Alrt.

'5 live live Studio Wrestling. 10-11:30 PM Sat. Pro wrestlers,

hidio audience. Eastman TV. WBMG-TV

f.

11

F Marshall Dillon. 8:30 PM Thurs. Feb. -Mar.

1967 "NSI" records 200,000 homes. Katz. W B R C -TV

,rstoa, Mass.

cv Boomtown. 7-9:30 AM Sun. Rex Trailer recreates

Id West. Cartoons, Sunday School. TvAR. WBZ-TV

m Dialing -2 O'Clock Movie. 2-3:55 M -F. Ed Miller hosts.

ves away money, prizes. Color. RKO Nat. SIs. WNAC-TV

s Nat'l Professional Soccer. 2:30-4:30 PM Sun. Com-

ete colorcast..All teams featured. Storer. WSBK-TV

ue ffalo,

7 O'Clock Strip. 7-7:30 PM M -F. The pick of the best

Om Honeymooners. Quality audience. HRP. WBEN-TV

odor Rapids/Waterloo, Iowa

.v Romper Room. 9-9:30 AM Mon -Fri. Format well known.

lucational, informative. Avery Knodel. KWWL-TV

harleston-Huntington, W. Va.

F v Mery Griffin Show. 6-7:30 PM M -F. Celebrity guests

r 90 mins. of fun, variety. Eastman TV. WHTN-TV

c Mr. Cartoon. 4-5 PM M -F. 78,000 homes, 107,000

ds. Running comic story line, puppets. Katz. WSAZ-TV

OTE: Although listed times were available at press time, con -

:wed availability cannot be guaranteed. Availabilities are repre-

Intatives of those usually o/Jered by listed stations.

Charlotte, N.C.

A m Cinema 9. 10:30 PM Sat. Packages inc. NTA, MGM,

UA, 7 Arts, etc. H -R. WSOC-TV

Chicago, Ill.

CTW v Mulqueen's Kiddie -A -Go -Go. 4-5 PM M -F. Live

dance show, cartoons, puppets. Eastman TV. WCIU-TV

C v Winchell-Mahoney Time. 5-6 PM M -F. Taped before

live kid audience. Puppets, cartoons. Metro TV. WFLD-TV

Colorado Springs, Colo.

A n Noonday. 12 Noon M -F. News plus variety of public

interest topics. Interviews. Avery-Knodel. KKTV

Columbus, Ga.

F m "Blastoff" with V -Man. 4-6:30 PM M -F.

Science fiction movies intro'd by V -Man (live

color) who observes earth from space craft.

Hollingbery. WRBL-TV

W m Sunday Showcase. 3:30-6 PM Sun. Mkt's #1 daytime

program ARB and NSI (Fall '66). Blair. WTVM-TV

Columbus, Ohio

T v Dance Party. 12:30-1:30 PM Sat. Color. Features

Jerry Rasor, live dance bands, contests. BCG. WLWC-TV

-_-- W dv Dialing For Dollars. 9-10 AM M -F.

lriN Color. Live. Money give-away, music, guests,

Mar. '67 Nielsen 41,000 homes, 24%. Katz. WTVN-TV

-r,

Dallas -Fort Worth, Texas

A v Mike Douglas Show. 3:30-5 PM, M -F. Entertainment

and discussion. Color. PGW. WBAP-TV

T v Sump'n. Else. 4:30-5:30 PM M -F. Studio discotheque,

hosted by Ron Chapman. Dancing. Petry. WFAA-TV

Davenport, Iowa

W h Especially For You. 9-9:30 AM M -F. Fashion, sugges-

tions, how-to's of food, furnishings, etc. PGW. WOC-TV

Dayton, Ohio

F s Sports With Duane Dow. 11:05 PM M -F.

Latest sports, all fields presented in informa-

tive, appealing manner. Hollingbery. WKEF-TV

F m Your Friday Night Movie. 9 PM Fri. Top movie

packages, first run in area. Petry. WHIO-TV

T v Disc -O -Two Dance Party. 12-1 PM Sat. Bill Harrington

me with co -host. Rock groups, live. BCG. WLW-D

Denver, Colo.

A d New David Susskind Show. 9-11 PM Sun. Provocative

Mr. Susskind extracts "most" from guests. Petry. KWGN-TV

Des Moines, lotea

A d The Joe Pyne Show. 10:30 PM Sunday. Controversial

discussion. Color. PGW. WHO -TV

:levision Age, July 17, 1%7 51

Detroit/Windsor Los Angeles, Calif. AW nws Noon Report. 12-12:30 PM M -F. Food for thought Detroit's only complete midday news. Storer. WJBK-TV

T v Swingin' Time. 3:30-4:30 PM M -F. Robin Seymour Show 6-7 PM Sat. Live dance party. RKO Nat. SIs. CKLW-TV

Florence, S.C.

W h The Ann McCoy Show. 1-1:30 M -F. Cooking features, sewing tips, decorating, etc. Blair. WBTW-TV

Grand Rapids, Mich.

F m Monday Night At The Movies. 7-9 PM Mon. Outstand- ing feature films. Running 3 years. Katz. WOOD -TV

F v Truth Or Consequences. 6:30-7 PM M -F. Audience participation. Color. Host Bob Barker. PGW. WZZM-TV

Greenville/Spartanburg, S.C./Asheville, N.C.

C y Monty's Rascals. 4-4:30 PM M -F. 7:30-8:30 PM Sat. Guests & cartoons. Avery-Knodel. WFBC-TV

W m Two On The Aisle. 4:30 PM M -F. Movies with live introduction. Thursday is color day. Hollingbery. WSPA-TV

Indianapolis, Ind.

W v The Jim Gerard Show. 9 AM M -F. In- teresting guests, special "phone-in" segment. Crew includes singer Charlotte Daniels, George Nicoloff Orch. Katz. WFBM-TV

F .m Friday Night Movies. 8 PM May 1 -Oct. 30 then 9 PM. Color. No. 1 in time slot ARB '67. H.R. WISH -TV

W Cheyenne Western Theatre. 10-11 PM Sun. -Fri. Westerns with Marshal Dillon Have Gun, Rebel. BCG. WLW-I

Jackson, Miss.

A n Noon Weather and News, women's feature. Byline Channel 12 6 PM. Late weather and News 10 PM. Katz.

WJTV

Jacksonville, Fla.

F m Safari. Sun. 2-3:30 PM. Tarzan, Bomba & Jungle Jim movies. 6 yr. ÁRB track record of 25 rating. PGW. WFGA-TV

Kalamazoo, Mich. F v Accent. 1:00 PM M -F. Women's editor interviews guests from clubs. schools, churches, etc. Avery-Knodel. WKZO-TV

Kansas City, Mo.

W h Bette Hayes Show. 1-1:30 PM M -F. For 14 years Bette has presented cooking and

household helps, fashions, beauty tips. Only live women's show in market. Katz. WDAF-TV

Knoxville, Tenn.

A s Live Wrestling. 5:30 PM Sat. M.C. and expert give account of action. Audience interviews. Product "give-aways." Avery-Knodel.

WBIR-TV

Little Rock, Ark.

F n News/Weather. Mon -Sat 6-6:30 PM. Blair. KARK-TV

F m 6 O'Clock Movie. 6-7:30 PM M -F. Feature showcei Strong family appeal. ABC Spot Sales KABtVI

A m Million $ Movie. 7:30 PM M-Th; 11:30 AM; 9 PM !t; 11:30 AM & 1:45 PM Sun. RKO Nat. SIs. KHJVM

W v Tom Frandsen: F.Y.I. 3:30-4:30 PM Ii. A kaleidoscope of "happenings" in an acln

. format. NBC Spot Sales. KNBC, '

1

A y Gypsy Rose Lee. 8-8:30 M -F. Sini,' actress, dancer, authoress headlines talk&.

...,fir Metro -TV. K1

Louisville, Ky.

A v The Mike Douglas Show. 4-5:30 PM M -F. 90 mii of quality entertainment. PGW. WLKY.

Madison, Wis.

F m Monday Night Movie. 8:30-10 PM Mon. Latest fill ,

released for tv, principally 7 Arts. PGW. WISC-

A n Channel 15 Reports. 6-6:30 PM & 10-10:30 PM dai News coverage from UPI, NBC News. Meeker. WM1'

Milwaukee, Wisc.

A n 10 O'Clock Report. 10-10:25 Mon -Sun. Lively, i

formative approach. Storer. WITI.1

M s Baseball. 1-4 PM Sat. NBC Game Of The Week. HRI

WTMJ-1

Minneapolis! St. Paul, Minn.

4 W y Dialing For Dollars starring Jim Huttor 3:30-4:30 PM M -F. Color. Phone calls, lette

,r . game, special features. Petry. KSTP-T

C c Clancy and Company. 7-8 AM M -F. Johi Gallos as Clancy heads up wild detective agency. About 30 kids appear on show daily Live and cartoons. PGW. WCCO-T\

Mobile, Ala.

F m Tuesday Night Movie. 7:30-9:30. First run movies in,

color. Blair. WALA-TV

Moline, Ill.

T 8 Teen Time. 1:20-2 PM Sat. Area bands compete for cash prize while teens dance to the music. Katz. WQAD-TV

Monroe, La.

F v McCall Comes Calling. 5-5:30 PM Thurs. Jack McCall hosts musical groups & singles. Nat'l Tv Sales. KNOE-TV

Montgomery, Ala.

F m Monday Night At The Movies. 6:30-8:30 PM Mon. Top

Hollywood movies from W.B. & 7 Arts. PGW. WSFA-TV

Nashville, Tenn.

F Old Time Singing Convention. 12:05-12:30 PM M -F Ronnie Page presents outstanding Gospel singing groups on color tape. Katz. WLAC-TV


11 shvílle, Tenn. (Cont'd) Rockford, Ill.

i

1' F y The Ralph Emery Show. 4:30-5:30 PM

M -F. Live pop and country music, top record-

ing guests. MC nation's #1 country DJ . .

color. Petry. WSM-TV

Iv Haven, Conn.

y Mike Douglas Show. 4:30-6 PM M -F. Color. One of

ti variety programs in daytime tv. Blair. WNHC-TV

1

l w Orleans, La.

Wv The Mike Douglas Show. 3:30-5 PM M -F. Color. Top

dw business names. Blair. WDSU-TV

brjolk-Portsmouth-Newport News, Hampton, Va.

I'r The Mike Douglas Show. 4:30-6 PM M -F. Color. Songs,

medy, interviews. H.R. WAVY -TV

In Saturday & Sunday News Index. Sat. 7-7:30 PM; Sun.

30-7 PM. Regional and local news. Petry. WTAR-TV

C c Bungles And His Friends. 4-5 PM M -F.

Bungles is live host. Cartoons, puppets. Area's

top rated children's program. Katz. WVEC-TV

[iIahso:suI City, Okla.

Ic Lunch With Ho Ho. 12-1 PM M -F. Local live program

1ith puppets and cartoons. Blair. KOCO-TV

'mapa, Neb.

m Wednesday Night Movie. 8-10 PM. 71,000 homes ARB,

3,000 homes NSI, Mar. '67. HRP. KETV

c World's Greatest Cartoons. 3:55 weekdays. 800 of

est theatrical cartoons. Petry. KMTV

4 W d Noon News Feature with Marilou. 12:25-

- 12:30 PM M -F. Sparkling vignettes. Great time

slot concludes highest -rated Noon News, pre-

cedes "As The World Turns." Blair. WOW -TV

'hiladel phia, Pa.

C v Pixanne. 9-9:30 AM M -F. Pixanne flies,

tells stories, sings. In color, in the Enchanted

Forest. Cartoons, guests. CBS Nat'l Sales. WCAU-TV

n Farm Market Report. 6:45 AM M -F. Market's only

iaily farm report, weather, news. Katz. WCSH-TV

Zaleigl./Urrrhnrn, N.C.

I/ Daybreak. 6-6:45 AM M -F. Wakin' up music and fun.

&W musicians. News, interviews, etc. Katz. WRAL-TV

d s Sports Talk With Don Shea. 1:45-2 PM Sat. precedes

DasebaII. Interviews. Blair. WTVD-TV

Rochester, N.Y.

MW dv Mery Griffin Show. 6-7:30 PM M -F.

Top rated in time period. Ideal for men and

women. Blair. WOKR-TV

F Branded. 9:30-10 PM Mon. Chuck Connor

* plays Jason McCord former cavalry captain.

Prime time. Meeker. WCEE-TV

C v Breakfast With Roddy Mac. 7:30-8 AM M -F, 7:15-7:30

AM Sat. Contests, cartoons, shorts, etc. H -R. WREX-TV

Rock Island, III.

W v The Mike Douglas Show. 3:30-5 PM M -F. Conversa-

tion, music skits with guests. Petry. WHBF-TV

Sacramento, Calij.

C c Flintstones. 5-5:30 PM M -F. Highest rated. Available

fall. Color with live host. Petry. KCRA-TV

W n KXTV Noon News Report. 12-12:30 PM M -F. Color.

Bill Windsor & Lynn Taylor. News, features. H -R KXTV

St. Louis, Mo.

A m The Best of CBS. 10:30 PM-conc., Fri., Sat., Sun.

Recent features. Color. CBS Nat'l Sales. KMOX-TV

F Twilight Theatre. 5:30-6:30 PM. Consists of "Twilight

Zone" & "One Step Beyond" half hours. Metro TV. KPLR-TV

W dv The Noon Show. 12:05-12:30 PM M -F. Features

Marty Bronson, comic Stann Vann. Color. Blair. KSD-TV

San Antonio, Texas

A Weather. 6:25-6:30 PM. Complete U.S. and Texas

coverage. Katz. KONO-TV

San Francisco, Calif.

AT dv Panorama. 4 PM M -F. Steve Davis hosts variety -

discussion show. Features top name stars. PGW. KRON-TV

Seattle, Wash.

F m Six O'Clock Show. 6-7:30 PM M -Sat. 600 titles. Best

from WB, Seven Arts, 20th Cent. PGW. KIRO-TV

F v Mery Griffin Show. 8:30-10 PM M -F.

Comedy, music, unpredictable conversation

with famed guests. Petry. KTNT-TV

Sioux City, Iowa

C c Kids Korner Kartoon Karnival. 7:30-8 AM, M, W, Th, F.

7:45-8 AM Tues. Canyon Kid hosts. Meeker. KVTV

South Rend/Elkhart, Ind.

C c Kartoon Klub. 9 AM, M -F. Comic host

live action, color cartoons. Adam Young.

Wolfie. Puppets, WNDU-TV

W h Homemakers Time. 9:30-10 AM M -F.

ess to Michiana's women. Katz.

Lois Pence host - WS BT -TV

A Of Land and Seas. 5:30-6:30 PM M -F.

series in color. Blair.

Travel adventure WSJV-TV

Springfield, Mass.

A v Mike Douglas Show. 4:30-6 PM M -F. Interviews and

performances. Nationally known guests. Hollingbery. WWLP

Syracuse, N.Y.

F v Mery Griffin Show. 10:30 PM -12 M Sat. 1st run min.

carrier. Can be bought with Douglas, Bishop. PGW. WNYS-TV


53

r

Tampa/St. Petersburg, Fla. Washington, D.C.

1

F Travel Adventure Theatre. 7-7:30 PM Mon, Wed, Th, Fri. Color. Adventures to far corners of world. H -R. WLCY-TV

C m Hey, Kids. 4-7 PM M -Sat. Various strip shows. Robin Hood, Astro Boy, etc. Venard, Torbet, McConnell. WSUN-TV

Toledo, Ohio A m Friday Night At The Movies. 9-11 PM, Fri. Leading stars in excellent and recent films. PGW. WTOL-TV

Topeka, Kans.

Ps*

A n The Early News. 5-5:30 PM M -F. Host Gene Floro presents news, weather & interviews, informative & entertaining guests. Area interest. Flat $40.00. Avery-Knodel. WIBW-TV

Tulsa, Okla. F d An Evening With. 8-8:30 PM Mon. H -R. KOTV

W m Money Movie. 12-2 PM M -F. A showcase of movie, interviews and give away calls. National TV Sales. WDCA-'

C v Claire and Co Co. 7:30-8:30 AM M -F, 9-10 AM S Cartoons, kindergarten lessons, color. HRP. WMAL

F m Late Show. 11:25 PM M -F; Sat and Sun, 11:15 PII Top -rated feature films. Most color. TvAR. WTOP-

Wansau, Wis.

F nws Channel 7 Reports. 6-6:30 & 10-10:30 PM M - News, weather, sports. Avails within. Meeker. WSAU-1

Wichita, Kansas

A d Joe Pyne Show. 10:30 PM Sat & Sun. Interviews wit controversial people on broad range of subjects. Petr

KARD-1

The Advertising Directory of Tv Ava i l a b i l it ies

will be a regular feature of

Television Age

and will appear in each issue.

Use it regularly to help in your media planning.


1

ary (Con/inued from page 25) i

II), Avery-Knodel, found the usual v

action-suspicion of station-spon-

Ired research. In addition, the mediamen said

;y weren't about to accept the word

a little-known research firm. An

iency media executive commented

(TELEVISION :1GE: "Madison Avenue

nn't buy a seven-day recall study.

'cat's no improvement over the

ºry. MARC's use of an area probability 'triple to make sure non -telephone

Imes are included touches on \s hat

py consider the diary's most seri-

. s flaw. Erwin Ephron, director of

dia research at Papert, Koenig,

is, says: "A nasty problem with the diary is

4att certain ethnic and low-income

,oups are not represented because

teracy in English is required and

le diaries are placed by telephone

;mpl i ng." But most agencies have never been

orried enough about this problem press hard for a solution, even

;dough the stations would bear the

runt of the cost. The changes might

Mean wrenches in the present way

f doing things and, possibly, com-

romises affecting the information ney already get. And man\ adver-

isers are not that interested in low-

ncome families.

Improving Representation

However, the rating services are naking some efforts in this area. Vielsen will split 51 countries rep-

,esenting about 30 per cent of U.S.

y households to reflect different view-

ng patterns. Ilarlem, for example, Nil! he extracted from the rest of

',1ianhattan (New York County) and its viewing figures will be projected separately.

Despite the lop -sided sampling which results from using a telephone- home-cum-ty universe, the economy of telephone interviews is so attrac- tive that Petgen feels an in-depth

to ephone technique is the most re-

liable way currently available. it offers, he says, these advantages:

' (1) a cooperation rate of over 95 per

cent, (2) "ethnic placement, coop-

eration and balance control." (3) elimination of recall bias and (4) elimination of the "diary week fa-

tigue factor." As for uhf's specific problems, in

theory, and putting the non -telephone home problem aside, sampling uhf

homes should present no headache. if, for example, a market has 50 per

cent uhf penetration, this should show

up in the sample within statistical limits.

But uhf stations still complain their

audiences are often not reflected

fairly. This, again, is the perennial

problem of whether the diary keeper

is more likely to remember the high -

rated network show and not the less

popular locally -produced program. Rut it comes home to broadcasters

with particular force when the rating

reports show "no measurable audi-

ence."

Defense For Minimum

Blechta defended Nielsen's mini-

mum reporting requirements at the

CAB's May meeting. Pointing out,

"We don't pedd e happiness," he said

the minimum rating standard -0.5 during two or more day parts or

0.75 during a single day part-serves to "reduce-but not eliminate-the reporting of relatively unstable audi-

ence levels." But he held out some hope by

promising that Nielsen would propose

a course of action that may he of use

in the programming of uhf stations

and in the buying and selling of time

on such stations. Ile said the research

firm will need the help and advice

of uhf stations in structuring the

study. Among the questions Nielsen would

like answered are: What happens to

audience levels and shares when uhf

enters a vhf market? flow long does

it take uhf to make a measureahle

impression ?

ARB's Griffin assured the CAB

meeting, as (lid Blechta, that sampling

was sensitive enough to reflect the

growth in uhf homes. And he poin ed

to ARB controls which guarantee at

least 100 in -tab uhf diaries.

He a so pointed out, however, that

these controls are limited to metro

areas. Griffin explained ARB recog-

nízes that uhf stations have audi-

ences beyond the metro area but said

"economies don't allow us to go

farther." Another issue causing anguish to

the smaller station is the catv prob-

lem. The difficulties in accurate measurement of catv viewing affect

all types of stations, but secondary -

market outlets feel they usually hold

the muddy end of the stick because

they lack protection against outside

signals.

Overweiglte1 Viewing

Many broadcasters maintain catv

subscribers are more cooperative in

returning diaries and thus overweight

viewing of these outside signals. It

is also held that party telephone lines

in the more sparse y -populated areas

make it hard to reach homes chosen

for the sample because the line is

usually busy. The result, says Pengra, is that

"diary returns gravitate to areas

where catv exists and to higher in-

come areas with more sophisticated

receiving antennas permitting greater

reception from outside stations."

Controls such as ARB's policy of

making sure that in -tab samples con-

tain "approximately the same pro-

portion of catv subscribers as that

which exists in the survey area" are

meeting some of the objections but

accurate editing of catv-home diaries

remains difficult.

A major barrier to solving the

hassle about local rating methodology

is the lack of obvious alternatives.

For example, there is strong sup-

port among independent stations for

electronic measurement. This offers

the prospect of higher audience

shares and. just as important, better

figures on cumulative reach.

The one -week diary does not give

the low -share station a chance to

build up evidence of market reach.

Electronic devices, which are main-

tained in homes over long periods,

permit measurement of four -week

curves and data for even longer

periods. But the "meter" measures only tun-

ing and today's advertiser is used to

and will insist on demographics that

he p him pinpoint his prospect. This


55

means some kind of diary for audience composition as well as, possibly, product usage data will have to be used in addition to electronic measurement.

Thus, the real barrier to improved audience data-the cost of good research-raises its ugly head. There has been some interest in Nielsen's Magnetic Tape Audimeter (MTA), which would provide some economies over the film tape in the conventional Audimeter.

Information from the MTA could be quickly and easily translated into computerized printouts. But Blechta estimates the cost of MTA-plus-diary would be two to four times that of the diary alone.

So, even if electronic measurement were instituted, it would probably be confined to the top 15 to 25 markets. The independents feel even this is unlikely because, they say, network affiliates see no reason to bring in a methodology that will reduce their audience shares.

As evidence of the difficulty, they point to the fact that instantaneous measurement in Los Angeles, a market big enough to afford it, has gotten nowhere.

For the time being, this leaves refinement of the diary method the only visible alternative. Whatever is done will cost more money. Such is the fruit of progress.

Late -night (From page 27)

April 24-28, gave the NBC night- Nmer a 10.7 rating and 45 share to 3.6 and 15 for Bishop. The Bill Dana -hosted Las Vegas Show wasn't around long enough to make national ratings. In New York City, the largest and most important market, Carson does well. During April 24-28 he scored a 10.9 and 41 share in the Nielsen's against 3.3 and 13 for the syndicated Mery Griffin Show, and 2.3 and 9 for Bishop. Dana was a poor fourth; during the second half of one show he had "no measurable audience."

One important factor must not be overlooked-the mighty movie. As

popular as Carson is in New York, even he can fall prey to the likes of The Incredible Shrinking Man. In fact, The Late Show on WCBS-TV, the medium's longest -running filmorama, consistently beats him-the April ARB report, covering March 29 - April 25, hands ít an 8.1 and 31 share to 5.5 and 20.1 for WNBC-TV's Tonight and 1.6 and 17.1 for WNEW- TV's Griffin. (Bishop bowed April 17.)

Indeed, The Late Show wins, according to ARB figures, not only total homes and total adults, but total women, women 18-34, women 35-49, women 50 and over, total housewives, total men, men 35-49 and teen-agers (12.17). Tonight takes only men 18-34 and men 50 and over.

Outside of New York But in different cities, the situa-

tion is different. in Austin -Rochester, Minn./Mason City, la.; in Charlotte, N. C.; in Montgomery, Ala., and in South Bend -Elkhart, Ind., for instance, Tonight easily beats the competition, which consists of practically everything from movies to off -network series to wrestling. In Los An- geles and Chicago, major markets, Tonight beats Bishop, Joe Pyne, Alan Burke, Mort Said, J)r. Kildare, Route 66, and movies.

The quality of a station's film packages, of course, weighs heavily. As could he seen in the comments of the CBS affiliates, those having success with movies generally want to keep them, those with less successful results are particularly interested in a network late -night variety show.

Six primary NBC affiliates out of 208 do not carry Tonight. Four of them are off the air in the late -night hours Monday through Thursday, and show movies on Friday. Two- WAPI-Tv Birmingham, and KTWO-TV Casper, Wyo.-run movies every weeknight, but WBMG, an NBC -ABC affil in Birmingham, does have Car- son. Also, 12 occasional -basis afbils don't run Tonight.

Bishop, a success as a Tonight guest -host, is not the man for a five - night -a -week grind, say some ob-

servers. He was described as . prepared and uncomfortable in ck- ting with such types as Gov. Ron.] Reagan and Pierre Salinger. F; sponsors - Bristol-Myers, Gene' Foods, International Latex and Pep. Cola, all through Young St Rubica, and P. Lorillard, through Grey. have taken a 39 -week chance on hi (At presstime, ABC has denied I'

ports Bishop would be cancelled aft 13 weeks, which would have been t show of Friday, July 14.)

'Most Cost -Protective' 1

Warren A. Bahr, Y&R's senior vi president and media director, sa the Bishop show has a "fair growl potential," a "low increase in ti dollar rate" and an "A -market a', finity," and, that of the late-nighter(. it is the "most cost -protective." H sees it as good for reaching younge viewers and working women, am

says it needs time to develop a fo?

lowing-"like a soap opera." Bishop is cleared by 135-140 o,

ABC's 142 affiliates, according to i

network spokesman, who said the fei others have "a very heavy investmeni in feature film packages." The num her of clearances, however, is "con siderably more than anticipated," hl noted, considering the popularity features.

"Everybody is aware," he admit% "that the show is not getting great ratings, but it took Paar, Carson and Bonanza an awful long time to catch' on, too." Ile advises that "very subtle changes" are being introduced, such as putting the big entertainment acts', up front and having Bishop talk with his guests "in a more leisurely ;

manner." 1'

This new leisureliness is not al-, ways evident. On a recent episode Bishop followed his opening bit with: "Let's get the show under way be-

fore ABC has another meeting." Then, a few minutes later: "Tom Moore, the president of the network, called me-collect." On another show, he completely forgot about sidekick Regis Philbin, and never introduced him. (He apologized the next night.)

The Las Vegas Shoo, the first and


F I r rl,

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fr q (f (_ream Pir Ile

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Gr Waster ,Seann,ne

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Gren (.rant frozen Fruit II I tart ,up (o

l/abrsant .soup

11111 and Fis.na

Mill and .son; Food Plan

I, hit salt ( ¡ . l /and 5pr.r

Mari. tt, T ( ,,.

1lartrtta Ilaearnns Nato nil Ilissurt

Ile x A Fat I ream of Q heat

e.ral Itatn Prndutt Corp.

l.etht & lnrh La Fat 11i/k

.nnm.'w.ec Canning Company nurser/and 1'egrtaAlrs

I' t Ins. Pet Instant Hreaklast

I'nn. sello Canning Co. Hind/ Pranrr Canned Yams

Punts, Baking Co. Ihsrvr (:rush Wend

Ralston Purina Co.

( hunk Tuna Spread Rasanno A Fro rhi, Inc.

1 a,.anor 11oronrni uthlanil ( orp. %outAland lMirr Prot/ruts

tandartl Brand Inc. Rota/ Shaker Pudding

1, sa tterrt, Inc. Trial Sheet Fruit

\ all. sdalo Parking Co. Fr,r,ur Worn 11raGs

u ah,nRton Frser Commiinn Q asAingtnn Frses

I1 rlkin-Hnper \IillinR ('ompans Washington Rread llir

VI rlkinc-Hngrr. \Iillinp Corrtpanr Ifasleington Cake Vie

I:rnernl Ilou.rlsold

\la Idin Indutries Inc. (bidden l'aroum Rattles

It rt. n (ht mix a1

.rat a -din Spear Start It

1-rtman Kodak Co. r ender. We Sheets

",ansnsa Indutnr .a 1 r Ti -1

"tatula. r I' i1 Co, !Taggart Canning re ding Rags

Mar I slit r (' t,

bur ( ogre Filters Ti ts,.., Inr',rlr.srated

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1{orllru Ile; r.

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II -' 1'.'at-r Ifosas Dub..

Pet l'rorlurt.

\lornit Par in C. 1 -

Rag Time Pet f. Nat nal I n Pr I t ( r-

Arrts Dig f. Nato nal Pa lm_ (-up

A ml ur_er 1(alt..n Purina Co.

Ralsr.,n Tuna for (at mandard Brand,- In. fir ling F, id

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Nato n I R.. 6b In \'ara'nal Iler er u I'uhG. atrial

H. ad. r Ih t n. Int. f unl. A- 11 ugnrrJJr Ih.laonar,

11 all ',tr. . t Journal It all Street Journal

Radio; T. I'honatgraph

RH 0 \t IISR Reined Ghangrr;

.n, it'd El..trrmir Corp.

( on.ord Tape Rrrordrr

sporting Goode and '10;4

1\IF' Corp. 111F Ilndel ears

Funtetir Inc. Sdh, Sand

Ilart Mfg. Co.

!fart Ski Dealer; Olin Mathir.on (hrmi.al Corp.

A in. /tester Fire bras Haw IinR :Ir.rtinR Co rl ( o.

Rau ling; S¡.oting Good.

Tras cl, Ilotel. Rcrorte

t3rinh Trawl \-n.. Uri fish Tourism

( anadian Exhibition 1 on..

rep., le; Q orb! Exhibition .. i -air

Suess .fir Tatel

1obareo Pr,srlurt.

I men. an Tobas c.' 1 . .

( .lon, Filter A- Ilenthol ( ,tarettrs

\m. n, n Toba.,., LuoAs StnArs I/rnihol Cigarettes

\nn nears fiats sn 1 O.

Pall Ilall Ilrn thol 1 igarrttes

Brown d R tlhamon Tibae Co.

IL,.. 1.,nt (,earrHrs 1 on -011,1 to d( s.ar (.op.

H. n Franklin ( sitar;

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( AestcrAeld Filter Iagarrtres

I Prat if d \her- T..ba. ,.t Co.

'held WrntAn/ Cigarette.;

1, II 6, her. rob i. Co.

.1411 Writhed Cigarettes

R s nold H. J. Tob o( O.

I m.l Went/.11 Cigarettes

Hr snold H 1 Tubas s,. ( n

Y easten Ilenthnl Green I alp,rettes

Hesnold H 1 Totem -to Co.

It sn.t 1(41 Red Cigarettes

Toiletrir.

\I rt r I r I

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Pr n p

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Ilou . .,l I1..tmnr. In.. Kurlmh Esrlash Curler

John on Indutrie- Inc. I eda ( ream; and Lotions

Kasbrou h In.. llathretus

I_.unrn-1 harb. of the Ritz Iran Nate Colognes

Loser Brothel Co. TO It r I s \,ce Shampoo

Phr. r ( h A Co.. Inr. Ifni Karate ( tritium -

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Rsrtte F'ah. r .' Int..

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there's no question when buying

AUGUSTA

MORE love

VRDW

or

El 12 Represented by

The Katz Agency. Inc. .

A RUST CRAFT STATION

cicssa_'n for ', Jule 1:, 1 r

59

Salarles (Continued from page 31)

runs an employment agency, varies according to "how badly the agency needs his particular talent." But Stern feels the market has quieted down. The reason is that "the agencies who were active in the market have completed re -staffing with products of the 'new school' of copywriting." Asked what was the 'new school,' he answered, "Call it 'the Doyle Dane school.'"

Many of the salaries paid to the stars are inflated, says Edward Mc- Cabe, who earlier this year started up a new agency, Scali, McCabe, Sloves. "Some guys are making two or three times what they're worh," maintains McCabe, who had been vice president and copy chief at Carl Ally and is barely 30. "Some agencies are desperately hiring second-rate people who are good at promoting themselves. Raids upset the whole applecart, especially when the second-rate guys get paid twice what the good guys get."

"They want the Ferrari this after- noon," says Donald Buckley, creative director at Foote, Cone & Belding, speaking of the fast -buck, fleet -footed creative types. FC&B, he warns, is not about to pay inflated salaries. He explains that the agency as a rule seeks to limit creative compensation to around $30-$40,000 plus stock participation. BBDO holds to a comparable level-around $30,000.

Btt Some Get $50,000 Tully notes, however, that "a tal-

ented art director-I'm talking about a man who is or can be an important figure in the agency-can command $50,000 a year. Some of them get more than department heads. This isn't necessarily bad," Tully :adds, "since many creative people aren't good executives and they shouldn't be penalized for it. Of course, $50,- 000 is the exception; I'm not saying all the good ones get that much."

Some get more. At Jack Tinker & Partners, partner Bob Wilvers is said to earn something in the neigh- borhood of $70,000. At McCann- Erickson's Center for Advanced Practice,_ vice president and art di-

rector George Olden is believed to pull down close to $80,000.

Creators who are agency princi- pals may do even better, some even topping the $100,000 mark in total compensation. But there are few creative types who are agency prin- cipals. The roll call is familiar: Pa - pert Koenig Lois; Carl Ally; Scali, McCabe, Sloves; Tinker; Wells, Rich, Greene.

But there's a clinker. Art directors and copywriters often enough top - out early in the game. Even Jerry Della Femina, when Ile moved to Bates, remarked that designers and writers of advertising are finished by the time they hit 35. "Not enough energy" after that, he said.

Some feel that art directors get depleted even more quickly than copywriters. "They burn up," says Mitzi Morris, who is active in the placement of art directors at the Jerry Fields employment agency. "The business uses up their ideas at a rapid rate," she finds, and, for this reason, the a.d.'s feel pressured to "make it" fast.

Abandon Hope After 30 That's why Raf' and his peers live

in sweaty anticipation of The Big Jump. What, after all, will become of them if they hit 30 before making it? This fear has a strange ring to admen who can conceive of fates worse than plodding along past 30 at a salary less than $50,000.

One reason for the creative man's anxiety is expressed by Miss Morse: "There's less room at the top." She deplores the fact that only a few art directors have become top agency creative directors. Among them: Robert Gage, recently appointed creative head of Doyle Dane Bern- bach. Stephen Frankfurt's head nudges the clouds of top management at Young & Rubicam, where, at age 30, he became senior ice president and creative director.

Another cautionary tale: the likely lad, trained in one of the prestigious creative shops, who succumbs to the lure of money alone. He may, for double the money, end up at a giant agency, and never be heard from again, working on uninspiring or un-

inspired campaigns in an atmosphe inimical to "creativity."

Says Jerry Fields: "There's a M siah notion around. The hiring age cy expects the bright young man walk on water. It thinks it can bret off a kernel of seed -corn, but tl seed -corn needs a fertile field."

Fields notes that the hot creatii shops. which nurture young talen usually manage to stay out of t1-1 I

salary rat race because promisin creative people want to work then and see their jobs as a springboar for the big money elsewhere.

After Money: Stock Deals

Some of the creative agencies man age to hold on to emergent talen despite the raids from the bigge agencies. Doyle Dane Bernbach which once could pay well below thi going rate because so many brigh creative types were eager to wort there is reportedly paying more thest days, although nowhere near the tor rates prevailing in the bull market. Papers Koenig Lois, which maintains, according to president Fred- eric Papert, a $40,000 ceiling on in dividual salaries in the creative de-,

partments, sweetens the pot with stock participations, as do other agencies.

Meanwhile, life goes on tranquil pace for account men, me -1

dia men, and researchers. The days of

the "vest-pocket" account are just about over at all the big agencies, and the struggle for preference ís as

much over status-vice-presidencies, perks and emoluments-as it is over actual earnings or salaries. The hori- zon for many young account executives is a vice presidency, with op- tions on a very nearly lateral move to another- agency, usually one with an account in the same product field. For most young media men, the way up is to media supervisor and associate media director or account work. Many. however, move to the reps as salesmen.

Meanwhile, the razzle-dazzle creative types climb the money ladder t

while suffering anxiety over volatile ups and downs. One.thing is certain: things are bound to settle down, once the creative shakedown is over.

at a moró


ohert W. Ferguson, re-elected

recently to a second one-year

m as chairman of the Tv Board of

p National Association of Broad-

aters, cites a number of reasons

iy he opposes the FCC's cigarette

ling and favors control over cat v.

Ferguson, who is president of

rRF-TV Wheeling, W. Va., that city's

ly tv operation, says he is "hope -

I that the FCC will reconsider" its

le requiring stations to afford "sig-

fi cant" time to anti -smoking view-

irints. Ile defends what he calls the logic" in the NAB and CBS petitions

ging a reversal. But he declines to

edict what the commission will do,

i anything. 1

1

Iliii erguson fears, as do most-possibly all-broadcasters, that the

garette decision may he just the

rst step in an unhealthy spreading

'f the fairness doctrine to require

'milar opposing time to rebut adver-

sers of numerous other products

tat the commission may someday

leem dangerous to health or welfare, rch as automobiles. Although he does not assert, point

lank, as some do, that the fairness

ioctrine is itself unconstitutional, he

iaintains that "it restricts broad-

asting unreasonably." But, he adds,

erhaps keeping in mind the recent

Court of Appeals decision upholding fie doctrine's constitutionality: "We fan live with the fairness doctrine as

luck. I can't say that it's right, but

ve can live with it."

The Tv Board chairman states that,

like the NAB (more than half of whose members are involved in

;atv), he is "not anti -cat v" but

simply in favor of protecting broad -

;asters from intrusion by non -

licensees into the activities of license -holders. He points particularly to control of cable -vision in the

In the picture

areas of copyright and the free im-

portation of programs paid for by

regular broadcasters. With the proper

balance, broadcasting and cats can

co -exist, he believes.

ile does not foresee a splintering

of NAB influence by the recent cre-

ation of the All -Channel Tv Society

(ACTS), a group of uhf operators

who fee they are being short-changed

by a vhf -heavy NAB. Indeed, the

NAB has agreed to cooperate with

ACTS, expecting in return that the

new group will "affirmatively sup-

port" it. The most important developments

in the past year, Ferguson feels,

were in the area of satellite commu-

nications.

S tation know

prehension

operators will be glad to

he doesn't share the ap-

of some observers that

the initiation of direct satellite -to -

home transmission sill spell doom

for local outlets, with which he has

been associated for more than twenty

years. There will always he a de-

mand, he be ieves, for locally and

regionally oriented news and features.

In addition to his re-election as

Tv Board chairman at the NAB

board meetings in Williamsburg, Va.,

Ferguson was also named to head a

10 -man ad hoc committee to study

the Tv Code Board's recommenda-

tion that prime -time non -program-

ming interruptions be limited to two

per half-hour and four per hour.

The committee is expected to meet

this iueek in Washington, and to

report its conclusions to a joint meet-

ing of the full Tv Board and the Code

Board, to be held by October 31

"with the intent that a fina resolu-

tion will be reached at that." Fer-

guson is on record as being opposed

to clutter. Robert Willi Ferguson, 53, de-

ROBERT W. FERGUSON

Re-elected NAB Tv Board chairman

livered newspapers as a boy in Cleve-

land, later served in the Scripps -

Howard news bureau and as the ad-

vertising or business manager of sev-

eral papers.

He was graduated from Ohio State

University as a journalism major,

served three years in the Navy and

went through the Navy Communica-

tions School at Harvard. He partici-

pated in the NAB's first broadcast

management seminar at Harvard's

graduate school of business.

Ferguson founded WTRF Radio

two decades ago, on the threshold

of the to evision era, and became its

station manager. In 1953 came

WTRF-TV, and the next year the

am operation was sold. An fm

facility was established in 1965.

Ferguson met his wife, the former

Dorothy Denison, at Ohio U. They

have a 16 -year -old slaughter, whom,

he says, he would be proud to have

enter the broadcast world. Should

she join WTRF-TV, she would be

part of a 60 -person staff that is one -

lift Ii female.

Ferguson's hobbies center on

sports. With his extensive activities

in broadcasting and various industry

organizations, he may be accurately

termed a big wheel in Wheeling.

Television Age, July 17, 1967 61

THE LIGHTER SIDE In camera CBS brass censored an Elaine May

sketch from the April 16 Smothers Brothers Comedy Hour because they felt some of the words-including "heterosexual"-were in bad taste. The recent Smothers season -closer, however, got a lot of mileage out of "fairy" jokes, including an unusually suggestive double -take by Tom. We're glad to see CBS endeavoring to keep its shows queen.

* * *

Sometimes a station can be a bit too hasty with its ID. On WABC-FM, New York, the other day, the conclusion of the. Show Boat album ran right into the station jingle, with this result: ". . . . But Old Man River, he jes' keeps rollin' along on W ABC -FM. . . ."

From a recent press release: "Pro- ducer Richard E. Lyons has sent out a call for 60 friendly Indians today for Universal's World Premiere: -Something for a Lonely Man.'" They shouldn't be too hard to find with the new S \G minimums.

To be perfectly honest, I'm watching the _girl next door.

Smoke Gets in Whose Eyes? The broadcasting community was jolted by the FCC's unanimous decision citing the fairness doctrine as justi- fication for anti -cigarette messages. As far as smoking by commissioners is concerned, however, the vote is far from unanimous. Robert T. Bartley is the only heavy cigarette smoker among them. Robert E. Lee prefers cigars, and Rosel H. Hyde and Ken- neth A. Cox are known to be ab- stainers. Said one observer: "I can't recall off -hand which commissioners smoke what, though from some of the decisions I sometimes have suspicions."

* * *

A check of the television ratings of the New York Yankees reveals that whenever colorful Emmet Ash- ford is behind -the -plate umpire for the WPIX-TV New York televised game, the ratings average 1 to 1.5 points higher. At this rate, according to directors Jack Murphy and Don Carney, Ashforth may have to join tv's talent union.

liello? What show am l watching?

".. and, according to our statistics, 3.2 per cent of the nation's viewers last night were watching something called, "The Girl Next Door."

1

Wave that Banner, Klink that Cr: Hogan's Heroes, the CBS series tlt many have criticized as making G. many in the war look like Paris t

the Spring and avoiding the questi, of Nazi brutality, was vehement I defended by star Bob Crane, w said that despite some initial adve reactions, viewers now wholeheartt ly approve the story -line.

He pointed out that he has. be. invited to speak before and recei. awards from many veterans orga izations-most enthusiastically by tI B'nai B'rith and other Jewish group In fact, lie noted, while Hogan's syndicated in numerous foreign cow tries (31 at present, according t

CBS Films), one that has refused is Germany, which is apparently o

fended by the depiction of Germa officers as ninnies.

* * *

According to a recent issue o' Saturday Revie u, "Voltaire seeme, to have TELEVISION AGE . . . in mint when he said that "he who has no the spirit of the age has all tilt

misery of it." Gee, we're sorry fo whatever misery we've caused; i

sure wasn't deliberate. * * *

According to a report in a recent issue of New York's (Greenwich), Village Voice, come September. when the California Democratic Council meets to pick an anti -LW delegate! slate for the June 1968 state primary, one of the chosen will be Robert Vaughn, the Man From UNCLE and a leading critic of the Administra- tion's war policy.

There seems to he no likelihood of Daviil \IcCallum's being picked

1

as well. In this case, at least, it's Vaughn who is going solo.

* * *

During a promotional tour of the It

Miller Brewing Co. plant in Mil- waukee, singer Patrice Munsel, ac-

cording to a press release, "sampled ,the product several times. She even tasted some hot wort, to the cheers" o/ brewery workers." She must have had a good time, too.


EXTREMELY VALUABLE

OF SOME VALUE

LITTLE OR NO VALUE

With overwhelming SRDS user approval...

Invitations to supply information for the Sta-

tion Programming Description statements are

now being mailed to every commercially licensed radio station (AM and FM) in the

U.S. When returned, the information will be

processed to conform to rigid SRDS standards,

to be published in the earliest possible edition.

The SRDS plan for incorporating 100 -word

(or less) descriptive, nonpromotional statements of program segments (at no charge to

the stations) into station listings was

announced in March 1967. It has been dis-

cussed with and (at the April NAB Chicago

Convention) by advertisers, agencies, stations and representatives. The plan has been sub-

mitted to stations, representatives and major

radio advertisers and agencies requesting their

opinions. In response to an invitation in May,

several thousand buyers of radio time, many

leading radio stations and representatives have expressed themselves unmistakably and

overwhelmingly in favor of this addition.

RADIO STATION PROGRAVIMING STATEMENTS will be added to station listings in

SPOT RADIO

RATES AND DATA

commencing with a

fall issue

Itere is a s t ti !nary of this response:

ADVERTISERS AND AGENCIES

78.8% J} 96.6%

17.8%

3.4%

STATIONS AND REPRESENTATIVES

BENEFIT, EXTREMELY VALUABLE 67.1% 84.2%

LITTLE DIFFERENCE, SOME VALUE 17.1%

NEGATIVE 15.8%

Station Programming Statements will be added because users of SRDS tell

us they are wanted-which is the reason all additions and modifications of

SRI)S have come about over the past 48 years-to provide a better and

more useful service to people who buy advertising media of every type.

This is an example of the flexibility and progressive attitude that has made

Standard Rate & Data Service the accepted national authority serving the

media buying function.

STANDARD RATE & DATA SERVICE, INC.

the national authority serving the media -Guying function

5201 OLD ORCHARD ROAD, SKOKIE, ILLINOIS 60076

If you lived in San Francisco...

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...you'd be sold on IRON -T V,

soon to be telecasting from an all -new, all -color Television Center.

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eisio - world radio history

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